trabajo de grado mio

8/18/2019 Trabajo de Grado Mio

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UNIVERSIDAD DE CARABOBOÁREA DE ESTUDIO DE POSTGRADO

FACULTAD DE CIENCIAS ECONÓMICAS Y SOCIALESESPECIALIZACIÓN EN GERENCIA DE RECURSOS HUMANOS

ESTRATEGIA PARA LA CREACIÓN DE UNA EMPRESAOUTSOURCING PARA LA ADMINISTRACIÓN DE LAGESTIÓN DE RECURSOS HUMANOS A TRAVÉS DE

OFICINAS VIRTUALES.

AUTORA:Lic. María R. Río P.

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ESTUDIOS SUPERIORES PARA GRADUADOS

Facultad de Ciencias Económicas y SocialesUniversidad de Carabobo

P O S TG R A D O


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OFICINAS VIRTUALES.

Asesor:Lic. S(r)io T. F(rr(r

TRABAJO DE ESPECIALIZACIÓN PRESENTADO ANTE ELAREA DE ESTUDIOS DE POSTGRADO DEL UNIVERSIDAD DECARABOBO PARA OPTAR AL TITULO DE ESPECIALISTA EN

GERENCIA DE RECURSOS HUMANOS

!"#io %&&'

ESTUDIOS SUPERIORES PARA GRADUAFacultad de Ciencias Económicas y SociaUniversidad de Carabobo

P O S TG R A D O


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OFICINAS VIRTUALES.

AUTOR *Lic. María R. Río P

APROBADO EN EL AREA DE ESTUDIOS DE POSTGRADODE LA UNIVERSIDAD DE CARABOBO

POR*

Pro+. S(r)io T",io F(rr(r.C.I.* -.-'&./0

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iii

ESTUDIOS SUPERIORES PARA GRADUAFacultad de Ciencias Económicas y SociaUniversidad de Carabobo

P O S TG R A D O


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DEDICATORIA

A Dios$ 1or 2a3(r ,,(4a5o a 6i )i5a 7 1or (r 6i(ricor5ioo co#6i4o.

A is !"#res$ !(8 7 H(57 1or 5ar6( )i5a$ 1or a1o7ar6( (# 9o5o 6o6(#9o.

A is $er"%os :!(8$ G"i,,(r6o$ Ra+a(, 7 (# (1(cia, a 6i 2(r6a#i9a

H(557;$ 1or 5ar6( 5( a,4"#a " o9ra +or6a " a1o7o 1ara ,,()ar a ca3o (9( 4ra#

"(


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AGRADECIMIENTOS

A Dios 1or 5ar6( ,a o1or9"#i5a5 5( (>i9ir$ 1or 1(r6i9ir6( (4"ir a="í$

co61ar9i(#5o 6i )i5a co# 9o5a a="(,,a 1(ro#a ="( 5( "#a " o9ra +or6a (9")i(ro#

co#6i4o 3ri#5?#5o6( " a,(4ría$ " 1ai@#$ " (#9"ia6o 7 " (#(r4ía 1ara

5(6o9rar ="( (# ,a )i5a 9o5o ( 1"(5( 7 ="( ,a (1(ra#a 5(3( (9ar 1r((#9( i(61r(

(# #"(9ro corao#(

A Is"$ 6i a6i4a :67 ,i99,( i9(r;$ 1or i(61r( (9ar a2í$ (# ,o 6o6(#9o

6a,o 7 3"(#o$ a"#="( #o co6o 2a )(c( #o 2"3i(( 4"9a5o$ 1(ro GRACIASAMI.

A M"#e$ 4racia 1or (9ar (# ,o 6o6(#9o 6a 5i+íci,( 5( 6i )i5a.

A A'e$ 4racia 1or (r 9a# (1(cia, 7 r(cor5ar6( ="( #o o7 i#5(9r"c9i3,(.

A G"&o* Mer'+* Lis%"* L(is* N"'&is* Jo$"%"* M"+'i% 7 To%%+$ 1or

aco61a


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INDICE GENERALP?4

PRESENTACIÓN

DEDICATORIA

AGRADECIMIENTOS

RESUMEN

CAPITULO I* EL OB!ETO DE ESTUDIO

0.0. P,a#9(a6i(#9o 5(, 1ro3,(6a 0-

0.%. O3(9i)o 0/

0.%.0. O3(9i)o G(#(ra, 0/

0.%.%. O3(9i)o E1(cí+ico 0/

0.. !"9i+icaci@# 0

CAPITULO II* MARCO TEÓRICO

%.0. A#9(c(5(#9( %0

%.%. Ba( T(@rica %

%.%.0. E9ra9(4ia %

%.%.0.0. D(+i#ici@# 7 co#c(19o 5( (9ra9(4ia %

%.%.0.%. E#+o="( 1ara ,a +or6aci@# 5( (9ra9(4ia %

%.%.0.. Ni)(,( 5( (9ra9(4ia %%.%.0.-. A1(c9o o3r( 5ir(cci@#$ 1,a#(aci@# 7 4(9i@#

(9ra94ica

%.%.0.-.0. Carac9(rí9ica 5( ,a 1,a#(aci@# (9ra94ica --

)i


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P?4

%.%.0.-.%. V(#9aa 5( ,a 1,a#(aci@# (9ra94ica -%.%.0.. Mo5(,o 5( 1,a#(aci@# (9ra94ica -'

%.%.%. G(9i@# 5( R(c"ro H"6a#o '0

%.%.%.0. Mo5(,o 5( 4(9i@# 5( r(c"ro 2"6a#o '0

%.%.. O"9o"rci#4 /

%.%..0. Hi9oria /

%.%..%. D(+i#ici@#$ i61or9a#cia 7 a1,icaci@# /

%.%... O3(9i)o /'

%.%..-. Carac9(rí9ica //

%.%... A1(c9o ,(4a,( /

%.%..'. V(#9aa 7 5()(#9aa 5( ,a "3co#9ra9aci@#

%.%../. Ár(a 5( ,a (61r(a ="( 1"(5(# 1aar a o"9o"rci#4

%.%... Ár(a 5( ,a (61r(a ="( #o 5(3(# 1aar a o"9o"rci#4

%.%... E9ra9(4ia 5( o"9o"rci#4 &

%.%..0&. M(9o5o,o4ía 1ara 5(arro,,ar "# 1ro7(c9o 5(o"9o"rci#4

%

%.%..0&.0. Co#)(#c(r ="( (>i9( "#a #(c(i5a5 %

%.%..0&.%. I61,(6(#9ar (, o"9o"rci#4

%.%..0&.. Pao 5( ,a 6(9o5o,o4ía

%.%..00. Ri(4o 5(, o"9o"rci#4 /

%.%..0%. Fac9or( co#5icio#a#9( a, o"9o"rci#4 (# V(#("(,a

)ii


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P?4

%.%..0%.0 Ni)(, (9ra94ico %.%..0%.%. Ni)(, or4a#iacio#a,

%.%..0%. Ni)(, (co#@6ico

%.%..0%.-. Ni)(, Socia, 0&&

%.%..0%.-.0. A 9ra) 5( ,a a1(r9"ra 5( ,o#"()o #(4ocio

0&0

%.%..0%.-.%. A 9ra) 5( ,a r()ii@# 5( ,a+"#cio#( 0&0

%.%..0%.. Ni)(, 1o,í9ico 0&%

%.%..0%.'. Ni)(, "rí5ico ,(4a, 0&%

%.%.-. O+ici#a )ir9"a,( 0&

%.%.-.0. D(+i#ici@# 0&

%.%.-.%. La oci(5a5 5( ,a i#+or6aci@# 0&-

%.%.-.. T(,(9ra3ao 0&/

%.%.-..0 La 6o5a,i5a5( 5(, 9(,(9ra3ao 0&

%.%.-.-. Co61a


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P?4

%.%.-..- T(,(co6"#icacio#( 0%%.%.-... M",9i6(5ia 0%

%.%.-..'. Ba( 5( 5a9o 0

%.%.-.'. A,4"#a a1,icacio#( 5( ,a o+ici#a )ir9"a, 0'

%.%.-.'.0. M(rca5(o )ir9"a, 0/

%.%.-.'.%. Ba#co )ir9"a, 0

%.%.-.'.. U#i)(ri5a5 )ir9"a, 0-&

%.%.-./. I61ac9o 5( ,a o+ici#a )ir9"a, 0-%

%.%.-.. M(9o5o,o4ía 1ara ,a i61,a#9aci@# 5( "#a o+ici#a)ir9"a,

0

%.. D(+i#ici@# 5( 9r6i#o 3?ico 0'/

CAPITULO III* MARCO METODOLÓGICO

.0. Na9"ra,(a 5( ,a i#)(9i4aci@# 0/

.%. E9ra9(4ia 6(9o5o,@4ica 0&

.. Co,(c9i)o a i#)(9i4ar 0-

.-. Tc#ica ( i#9r"6(#9o 5( r(co,(cci@# 5( ,a i#+or6aci@# 0-

CAPITULO IV* INTERPRETACIÓN DE LA INFORMACIÓN 0'

CAPITULO V* PROPUESTA 0

CONCLUSIÓN %&

REFERENCIAS BIBLIOGRÁFICAS %00

REFERENCIAS ELECTRÓNICAS %0'

i>


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INDICE GRAFICOSP?4

GRÁFICO

0 Ni)(,( 5( (9ra9(4ia 0

% Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( C(#9ro La9i#oa6(rica#o 5(A56i#i9raci@# 1ara (, D(arro,,o

-/

Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( Mari# Bo(r -

- Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( Dr. Car,o C. Mar9í#( &

Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( !o R. Ca9(,,a#o Ca9i,,o7 Or,a#5o A. García

%

' Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( Car,o G@6( Par5o -

/ Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( Haro,5 oo#9 '

Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( Ca63ra#o$ Mo#9(i#o 7B"9(,o

Mo5(,o 5( 1,a#(aci@# (9ra94ica 5( !or4a A. R"o L(@# '&

0& Co#oc( =" ( (, o"9o"rci#4 0'

00 I61,(6(#9a# (, o"9o"rci#4 (# ,a (61r(a 0/

0% J" i#+,"(#cia 5(, (#9or#o 1ro)ocaro# ,a i61,(6(#9aci@# 5(,o"9o"rci#4 (# ,a (61r(aK

0

0 E# =" ?r(a i61,(6(#9a (, o"9o"rci#4K 00

0- Si (, o"9o"rci#4 ,o a1,ica (# R(c"ro H"6a#o (# =" ?r(a ,oi61,(6(#9a

0

0 J" 2ac( ,a (61r(a co# (, 1(ro#a, a+(c9a5o 1or ,a"3co#9ra9aci@#K

0-

0' Por =" ( r(c2aa ,a "3co#9ra9aci@#K 0'

>


11/219

INDICE CUADROS

P?4

CUADRO

0 C"a5ro 9c#ico 6(9o5o,@4ico 00

% Co#oc( =" ( (, o"9o"rci#4 0'

I61,(6(#9a# (, o"9o"rci#4 (# ,a (61r(a 0/

- J" i#+,"(#cia 5(, (#9or#o 1ro)ocaro# ,a i61,(6(#9aci@# 5(,

o"9o"rci#4 (# ,a (61r(aK

0

E# =" ?r(a i61,(6(#9a (, o"9o"rci#4K 0&

' Si (, o"9o"rci#4 ,o a1,ica (# R(c"ro H"6a#o (# =" ?r(a ,oi61,(6(#9a

0%

/ J" 2ac( ,a (61r(a co# (, 1(ro#a, a+(c9a5o 1or ,a"3co#9ra9aci@#K

0-

Por =" ( r(c2aa ,a "3co#9ra9aci@#K 0'

>i


12/219

INDICE FIGURAS

P?4

FIGURA

0 Ca63io (# ,a (9r"c9"ra oc"1acio#a, 5( EE.UU. 0&

% R(5 3" ,i#(a, 00

R(5 E9r(,,a 00

- R(5 a#i,,o 0%&

I#9(r#(9 0%-

UNIVERSIDAD DE CARABOBO

>ii

ESTUDIOS SUPERIORES PARA GRADUA

Facultad de Ciencias Económicas y SociaUniversidad de Carabobo

P O S TG R A D O


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ÁREA DE ESTUDIO DE POSTGRADOFACULTAD DE CIENCIAS ECONÓMICAS Y SOCIALES

ESPECIALIZACIÓN EN GERENCIA DE RECURSOS HUMANOS

Es/r"/e0i" !"r" '" re"i1% #e (%" e!res" o(/so(ri%0!"r" '" A#i%is/r"i1% #e '" Ges/i1% #e Re(rsos H("%os

" /r"-2s #e o,ii%"s -ir/("'es.

A(/or":Lic. María R. Río P.

A3o: %&&'

R("6(#

E# "# 6"#5o ="( ca5a 5ía (9? ori(#9a5o 2acia ,a 4,o3a,iaci@#$ ,a or4a#iacio#( ()(# (# ,a #(c(i5a5 5( 6a>i6iar " 1roc(o 6i#i6ia#5o co9o. M"c2a )(c( a,6i#i6iar co9o ( a+(c9a a ,a 3a( +"#5a6(#9a, 5( 9o5a or4a#iaci@#$ co6o ,o ( "r(c"ro 2"6a#o. La 1r((#9( i#)(9i4aci@# ( 3aa (# "#a 1ro1"(9a 5( "#a (9ra9(4ia 1ara ,a cr(aci@# 5( "#a (61r(a o"9o"rci#4 1ara ,a A56i#i9raci@# 5( ,a G(9i@# 5(

R(c"ro H"6a#o a 9ra) 5( o+ici#a )ir9"a,($ co6o o3(9i)o 4(#(ra,$ aco61a


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CAPITULO I: O&4e/o #e es/(#io

5.5. P'"%/e"ie%/o #e' !ro&'e"

To5a or4a#iaci@# i#5(1(#5i(#9(6(#9( 5( ,a +"#ci@# ="( c"61,( (# ,a

oci(5a5$ r(="i(r( 5( i#5i)i5"o ="( 1(r6i9a# ="( ,a 6i6a a,ca#c( ,o o3(9i)o

1ara ,a c"a,( +"( cr(a5a. E# 9( (#9i5o$ c"61,(# "#a +"#ci@# ocia, i#9(r#a6(#9(

1"(9o ="( ,a or4a#iaci@# (9? 7 ac98a (# i#9o#ía co# ,a #(c(i5a5( 5( "#

1(ro#a,. La G(9i@# 5( R(c"ro H"6a#o co#9i9"7( "# i9(6a$ c"7a 1r(6ia

+"#5a6(#9a, ( co#c(3ir a, 2o63r( 5(#9ro 5( ,a (61r(a co6o "# r(c"ro ="( 2a7

="( o19i6iar a 1ar9ir 5( "#a )ii@# r(#o)a5a$ 5i#?6ica$ co61(9i9i)a$ (# ,a ="( (

ori(#9( 7 a+ir6( "#a )(r5a5(ra i#9(racci@# (#9r( ,o ocia, 7 ,o (co#@6ico.

E# "# 6"#5o ="( ca5a 5ía (9? ori(#9a5o 2acia ,a 4,o3a,iaci@#$ ,a

or4a#iacio#( ( )(# (# ,a #(c(i5a5 5( 6a>i6iar " 1roc(o 6i#i6ia#5o

co9o. M"c2a )(c( a, 6i#i6iar co9o ( a+(c9a a ,a 3a( +"#5a6(#9a, 5( 9o5aor4a#iaci@#$ co6o ,o ( " r(c"ro 2"6a#o. Si# (63ar4o$ (# (, ca61o 5( ,a

5ir(cci@#$ ,a or4a#iacio#( ( )(# o6(9i5a a r(9o$ 5(a+ío 7 1r(io#( a ,o

c"a,( 9i(#(# ="( r(1o#5(r co# a,9o 4ra5o 5( cr(a9i)i5a5 7 r(a,i6o. Lo 1ri#ci1a,(

r(9o (9?# 5a5o 1or ,a 5i#?6ica 5( ,a a1,icaci@# 5( ,o ,o4ro ci(#9í+ico9c#ico$

,a r?1i5a a1arici@# 7 ac(19aci@# 5( #"()o 1ro5"c9o$ ca5a )( 6a7or(

r(9riccio#( 5( r(c"ro 6a9(ria,($ +i#a#ci(ro 7 2"6a#o 6(rca5o 6? a4r(i)o

7 5i#?6ico (# (, ?63i9o i#9(r#acio#a,$ (, cr(ci6i(#9o 5( ,a 5(6a#5a ocia,( 7 ,a

r()o,"ci@# 5( ,a i#+or6?9ica 7 ,a co6"#icacio#(. Tra (9o i4#i+ica9i)o ca63io

ocio(co#@6ico$ ,a (61r(a 6o5(r#a ca5a )( 6? co#c"(r5a# (# r(co#oc(r

,a i4#i+icaci@# ="( 1o(( ,a 5i6(#i@# 2"6a#a 5( ,a (61r(a 7 ,a G(9i@# 5(

0-


15/219

R(c"ro H"6a#o$ i4"a,?#5o,( (# 4ra5o 5( i61or9a#cia co# ,o a1(c9o

(co#@6ico$ +i#a#ci(ro 7 9(c#o,@4ico. E# ,a ac9"a,i5a5 ,a (61r(a ( a1o7a#

+"(r9(6(#9( (# 5i+(r(#9( 2(rra6i(#9a a +i# 5( +aci,i9ar ,a 6a#(ra (# ="( ( r(a,ia "

9ra3ao 7 a, 6i6o 9i(61o i#cr(6(#9ar ,o #i)(,( 5( 5((61(i9a "#a coo1(raci@# i#9(#a (#9r( (, c,i(#9( 7 (, 1ro)((5or$

(# ,a ="( ,o 1ro)((5or( a5o19a# ,o 6i6o i9(6a ="( ,o c,i(#9($ 5( 6a#(ra 5(

1ro1orcio#ar aí "#a 6(or r(,aci@# 5( 9ra3ao.

Ha3,ar 5( co6o (r? ,a o+ici#a 5(, +"9"ro ( ="i? a"6ir "# ri(4o.

D(+i#i9i)a6(#9( ,a o+ici#a (# #"(9ro 5ía 5(3( (r 6? 5i#?6ica 7 #o (9ar ,i6i9a5a a

2orario #i ,"4ar(. E# ,a ac9"a,i5a5 2a 5(a1ar(ci5o ,a #oci@# 5( cor1oraci@# co6o "#a

or4a#iaci@# (r?r="ica (9r"c9"ra5a$ 2a (61(a5o a 5i)i5ir( (# 1i(a 6? 1(="(


16/219

E 1or 9o5o ,o a#9(rior6(#9( (>1"(9o ="( #ac( ,a i#="i(9"5 5( r(a,iar "#a

i#)(9i4aci@# ="( 5( r(1"(9a a ,a i4"i(#9( i#9(rro4a#9(*

0. C"?, (ría (, i61ac9o 5( ,a "9i,iaci@# 5(, o"9o"rci#4 (# ,a

a56i#i9raci@# 5( ,a 4(9i@# 5( r(c"ro 2"6a#oK

%. J" ?r(a 5( r(c"ro 2"6a#o 1"(5(# (r a56i#i9ra5a a 9ra) 5(

"# o"9o"rci#4K

. C"?, (ría (, i61ac9o 5( ,a "9i,iaci@# 5( o+ici#a )ir9"a,( (# ,a

a56i#i9raci@# 5( r(c"ro 2"6a#oK

-. P"(5( "# Lic(#cia5o (# R(,acio#( I#5"9ria,( i#iciar " 1ro1ia

(61r(aK

. J" #(c(i9a 1ara i#iciar,aK

'. Co# =" 2(rra6i(#9a c"(#9aK

0'


17/219

5.6. O&4e/i-os

5.6.5. O&4e/i-o Ge%er"'

Pro1o#(r "#a (9ra9(4ia 1ara ,a cr(aci@# 5( "#a (61r(a o"9o"rci#4

1ara ,a A56i#i9raci@# 5( ,a G(9i@# 5( R(c"ro H"6a#o a 9ra) 5(

o+ici#a )ir9"a,(.

5.6.6. O&4e/i-os es!e),ios

0. A#a,iar (, o"9o"rci#4 co6o 2(rra6i(#9a 1ara ,a a56i#i9raci@#

5( ,a 4(9i@# 5( r(c"ro 2"6a#o.

%. I5(#9i+icar ,a ?r(a 5( r(c"ro 2"6a#o ="( o# "c(19i3,( a

o"9o"rci#4.

. A#a,iar ,a o+ici#a )ir9"a,( co6o 2(rra6i(#9a 1ara ,a

a56i#i9raci@# 5( ,a 4(9i@# 5( r(c"ro 2"6a#o.

-. A#a,iar (, i61ac9o 5( ,a "9i,iaci@# 5(, o"9o"rci#4 (# ,a

a56i#i9raci@# 5( ,a 4(9i@# 5( r(c"ro 2"6a#o.

. Pro1o#(r "#a (9ra9(4ia 1ara ,a cr(aci@# 5( "#a (61r(a

o"9o"rci#4 a 9ra) 5( ,a o+ici#a )ir9"a,(.

0/


18/219

5.5. J(s/i,i"i1%

E, O"9o"rci#4 ( "#a 6o5a,i5a5 ="( ( 2a 2(c2o ca5a )( 6a a9rac9i)a 1ara

,o (61r(ario 5(3i5o a ="( 9o ( (#+r(#9a# a "# (="(6a ,a3ora, ="( 5i6i#"7(

,a "9i,i5a5( 5( " (61r(a$ 7 9a63i# 5ic2o 9r6i#o ( "9i,ia 1ara 5(cri3ir "#

+(#@6(#o ="( ( 9a (>9(#5i(#5o a 9o5a ,a i#5"9ria. A"#="( co# (, O"9o"rci#4 (

1"(5(# co#(4"ir 3(#(+icio (61r(aria,( r(a,( #o 2a7 ="( 5(c"i5ar ="( 1ara

,o4rar (9o ( 5(3( a#a,iar co# ="( (61r(a ( 5(3( 9ra3aar.

No o,a6(#9( 5(5( (, 1"#9o 5( )i9a (61r(aria, i #o 9a63i# co6o

1a,ia9i)o 1ara a="(,,a 1(ro#a ="( 5(3i5o a, 6i6o (="(6a ,a3ora, a ="(5a5o

c(a#9( 7 co#i4"(# co# (, O"9o"rci#4 "#a a,i5a (co#@6ica.

E# 9a, (#9i5o$ co# (9a i#)(9i4aci@# ( 1,a#9(a (9"5iar (, +(#@6(#o 5(,

O"9o"rci#4 5?#5o,o a co#oc(r "# 1oco 6? o3r( ="( 9ra9a 9($ (, c"a, ( a ,,()a5o

a ca3o 2ac( )ario a


19/219

5( ,o r(c"ro 2"6a#o$ 6o9i)o 1or (, c"a, 1o5ría (r "#a +"(#9( 4(#(ra5ora 5(

co#oci6i(#9o$ 1(r6i9i(#5o a " )( ,a 1ro+"#5iaci@# 5(, 9(6a (# 9ra3ao

1o9(rior(.

D(5( (, 1"#9o 5( )i9a 6(9o5o,@4ico$ (9( 9ra3ao 3ao (, (#+o="(

5(cri19i)o$ ,o ="( "4i(r( "# (9"5io 5(9a,,a5o 5( ,a carac9(rí9ica 1ro1ia 5(, ?r(a.

E9( i#)(9i4aci@# 1o5ría co#9ri3"ir co# ,a +or6aci@# 5( (61r(a o"9o"rci#4 1ara ,a

4(9i@# 5( r(c"ro 2"6a#o$ 7a ="( ,( 1(r6i9ir? 9a#9o a ,a (61r(a co6o a

1ar9ic",ar( co#oc(r 6? a61,ia6(#9( co6o +"#cio#a 5ic2o 1roc(o 7 5( 9a +or6a

i5(#9i+icar ,a )(#9aa 7 5()(#9aa ="( o+r(c( (, 6i6o (#+oca#5o 9o5a ,ai#)(9i4aci@# (# ,a 1ar9ic",ari5a5( 5( ,a r(a,i5a5 or4a#ia9i)a.

E# c"a#9o a ,a 1(r1(c9i)a or4a#iacio#a, ( 1"(5( 5(cir ="( ,a i61or9a#cia

5( 9( (9"5io 5(5( 9( 1ar9ic",ar ( (#c"(#9ra (# ="($ (, "o 5( ,o (r)icio

o+r(ci5o 1or ,a (61r(a o"9o"rci#4 r(1r((#9a "#a a,9(r#a9i)a 1ara ,a

or4a#iacio#( ="( ,( 4ara#9ia 6a7or )(,oci5a5 (# ,o 1roc(o 5( 4(9i@# 5(

r(c"ro 2"6a#o$ r(5"cci@# 5( co9o 5( i#)(ri@# 7 ,a o1or9"#i5a5 ="( ,( 3ri#5a a

,o 1ro+(io#a,( 5( r(,acio#( i#5"9ria,($ a " )( 5( 5(5icar( a ,o a"#9o

í#9i6a6(#9( r(,acio#a5o co# ,a )(#9aa co61(9i9i)a 5( ,a or4a#iaci@#.

O9ra 5( ,a co#9ri3"cio#( 5(, 1r((#9( 9ra3ao$ 5(5( (, (#+o="( or4a#ia9i)o$

4ira (# 9or#o a ,a 1r((#9aci@# 5(9a,,a5a 5( ,a 1oi3,( o1or9"#i5a5( 7 a6(#aa

="( i61,ica# 1ara ,a r(a,i5a5 or4a#ia9i)a ,a "9i,iaci@# 5( "#o " o9ro 69o5o.

Ta63i# ( 5( 2ac(r #o9ar ,a r(,()a#cia 5( 9( 9(6a (# 4(#(ra,$ 7a ="($ a

9ra) 5( ,a o+ici#a )ir9"a,( ( o+r(c(# 4ra#5( o1or9"#i5a5( 1ara ,a (61r(a

co6o 1ara 9o5a a="(,,a ="( 5( "#a " o9ra +or6a 4(9io#a# co# 1(ro#a$

4ara#9i?#5o,( co#+i5(#cia3i,i5a5 9a a1r(ciaci@# #o 5(3( oc",9ar a " )( ,o

ri(4o i61,ica5o #o @,o 1ara ,a or4a#iaci@# c,i(#9( i#o 9a63i# 1ara a="(,,a

0


20/219

(61r(a ="( 1"3,ica# (# " 1?4i#a cor1ora9i)a ,a i#+or6aci@# 6? r(a,9a#9( 5( "

1(ro#a, c,a)($ 5ic2o ri(4o (r?# (>1,ica5o (# (, 6arco 9(@rico.

E# ,o #"()o (c(#ario$ 1or ,o c"a,( (9a6o 9ra#i9a#5o$ ( 1"(5(#

i5(#9i+icar 9r( a1(c9o ="( ( 5(9aca# 1or " i61or9a#cia* La 4,o3a,iaci@#$ (,

1(r6a#(#9( ca63io 5(, co#9(>9o 7 ,a )a,oraci@# 5(, co#oci6i(#9o$ (9( 8,9i6o

co#i5(ra5o co6o ,a 9(rc(ra 5( ,a 9r( o,a ="( A,)i# To++,(r 6(#cio#a (# " ,i3ro

La 9(rc(r o,a$ i(#5o (, (,(6(#9o ="( 1"(5( 6arcar ,a 5i+(r(#ciaci@# 5( "#a

(61r(a a o9ra.

La 5i+(r(#cia ()i5(#9( (#9r( (, 6o5(,o Ta7,oria#o 7 (, 1r((#9( ="( 9ra#c"rr(

)i(#( 5a5o 1or ,a co#c(1ci@# 5( "# 2o63r( co6o "# "9i9"i3,( (#4ra#a( 6? 5(

,a 6a="i#aria 5( 1ro5"cci@#$ (# co#9ra1oici@# a "#a co#c(1ci@# 5( i#5i1(#a3,(

1ara ,o4rar (, >i9o 5( "#a or4a#iaci@#. La 1r5i5a 5( ca1i9a, o 5( (="i1a6i(#9o

1o(( co6o )ía 1oi3,( 5( o,"ci@# ,a co3(r9"ra 5( "#a 1ri6a 5( (4"ro o ,a

o39(#ci@# 5( "# 1r9a6o$ 1(ro 1ara ,a +"4a 5( r(c"ro 2"6a#o (9a )ía 5(

o,"ci@# #o o# 1oi3,( 5( a5o19ar. To6a a


21/219

CAPITULO II: M"ro Te1rio

6.5. A%/ee#e%/es

Ho7 5ía$ ,o 9(6a o3r( a56i#i9raci@# 7 4(9i@# 5( r(c"ro 2"6a#o 2a#

i5o a3or5a5o 1or 6"c2o a"9or( 7 (9"5ia5o (# 5i+(r(#9( ocaio#( 1or

1ro+(io#a,( 5(, ca61o 5( ,o r(c"ro 2"6a#o 5(5( 5i+(r(#9( 1"#9o 5( )i9a$ (

)?,i5o 7 #(c(ario r(a,9ar (, 2(c2o$ 5( ="( ,o (9"5io (# r(,aci@# a ,a

a56i#i9raci@# 5( ,a 4(9i@# 5( r(c"ro 2"6a#o co# 2(rra6i(#9a (9ra94icaco6o ,o o# (, o"9o"rci#4 7 ,a o+ici#a )ir9"a,( 2a# i5o "#a 9(6?9ica c"7a ri="(a

7 9(#5(#cia ( 2a (9"5ia5o 6"7 3r()(6(#9( 7 i# ,a 1ro+"#5i5a5 ="( a6(ri9a 1or 9a,

6o9i)o ( 1r((#9a# a co#9i#"aci@# a,4"#a i#)(9i4acio#( ="( 2ac(# r(+(r(#cia a,

9(6a$ i(#5o )i#c",a#9($ 7a ="( (9"5ia# 5i+(r(#9( +or6a$ 1r?c9ica o (9ra9(4ia

1ara a4i,iar ,o 1roc(o 7 o39(#(r r(",9a5o 6? (+(c9i)o (#9r( (,,a (

(#c"(#9ra# ,a i4"i(#9(*

A4"irr( 7 Mar9í#( :%&&0;. I61ac9o ="( 2a 9(#i5o ,a A56i#i9raci@# 5( R(c"ro2"6a#o a#9( ,a i#cor1oraci@# 5( #"()a 9(c#o,o4ía. Cao* I#9(r#(9 7 R(5(E,(c9r@#ica. Tra3ao 5( 4ra5o 1ara o19ar a, 9í9",o 5( Lic(#cia5a (# R(,acio#(I#5"9ria,(. U#i)(ri5a5 5( Cara3o3o. Va,(#cia$ E9a5o Cara3o3o. No 1"3,ica5o.

E, o3(9i)o 5( (9a i#)(9i4aci@# +"( a#a,iar (, i61ac9o ="( 2a 9(#i5o ,a

A56i#i9raci@# 5( R(c"ro 2"6a#o a#9( ,a i#cor1oraci@# 5( #"()a 9(c#o,o4ía.

Cao* I#9(r#(9 7 R(5( E,(c9r@#ica. E9a i#)(9i4aci@# 5oc"6(#9a, 1(r6i9( o39(#(r

co#oci6i(#9o a 9ra) 5(, a#?,ii 5( 5a9o ="( 7a 2a# i5o r(co,(c9a5o o a#a,ia5o

(# o9ra i#)(9i4acio#( 7 ="( ( (>9ra(# 5( 5i+(r(#9( co#",9a. E9( (9"5io

co#c,"7@ ="( i#9(r#(9 7 ,a r(5( (,(c9r@#ica 2a# 4(#(ra5o "# 1ro+"#5o i61ac9o (#

,o 6? 5i)(ro ?63i9o 5( ,a ac9i)i5a5 2"6a#a$ " i#+,"(#cia (# (, ca61o ,a3ora, 7

(1(cí+ica6(#9( (# (, ?r(a 5( r(c"ro 2"6a#o o3,i4a# a, 1(ro#a,$ (1(cia,6(#9( a

%0


22/219

,o 1ro+(io#a,( 5(, ?r(a a 6a#9(#(r( ac9"a,ia5o 5( ac"(r5o a ,a #"()a

9(c#o,o4ía ="( o+r(c( I#9(r#(9.

C?r5(#a 7 Car"o :%&&0;. I61ac9o ="( 4(#(ra ,a co#9ra9aci@# 5( o"9o"rci#4 (# ,a(9r"c9"ra 7 +"#cio#a6i(#9o 5(, D(1ar9a6(#9o 5( S(,(cci@# 5( P(ro#a,. Cao*Si9(6a M",9i1,(>orCa#9). Tra3ao 5( 4ra5o 1ara o19ar a, 9í9",o 5( Lic(#cia5o (#R(,acio#( I#5"9ria,(. U#i)(ri5a5 5( Cara3o3o. Va,(#cia$ V(#("(,a. No 1"3,,ica5o.

E9( (9"5io co6o o3(9i)o 4(#(ra, +"( 5ia4#o9icar (, i61ac9o ="( 2a

4(#(ra5o (# (, D(1ar9a6(#9o 5( S(,(cci@# 5( 1(ro#a, 5( ,a Co61a


23/219

V(#("(,a S.A. 7 1ro5"c9o 5( Ac(ro La6i4a, C.A. Bao ,a 6o5a,i5a5 5( (r "#a

i#)(9i4aci@# (>1,ora9oria 7 5(cri19i)a$ (9a i#)(9i4aci@# r(c"rri@ a ,a i4"i(#9(

9c#ica ( i#9r"6(#9o* o3(r)aci@#$ r()ii@# 5oc"6(#9a,$ c"a5ro 9c#ico 5(

i#)(9i4aci@# (>1,ora9oria$ c"a5ro 9c#ico 6(9o5o,@4ico$ c"(9io#ario$ (#c"(9a$

)a,i5aci@# 7 co#+ia3i,i5a5 5(, i#9r"6(#9o. S(4"i5a6(#9( ( co#c,"7@ ="( (, "o 5(

,a 1r?c9ica 5( co6"#icaci@# )ir9"a, (# ,a or4a#iaci@# 5( 2o7$ 6? 5( (r "#

#o)(5oo 1roc(o 9(c#o,@4ico$ 9raci(#5( a (r "#a 2(rra6i(#9a 89i, 7 1r?c9ica 1ara

="( ,a (61r(a a4i,ic(# " ,a3or( co9i5ia#a (# c"a#9o a " +"#cio#($

i#9(rco#(>i@#$ ac9"a,iaci@# 7 co61(9(#cia. S( ,o4r@ "# 6a7or 5((61(


24/219

9a63i# ac9"ar. Aí 1"($ 7a (# 9i(61o 5( ,a A#9i4"a Gr(cia$ (, co#c(19o 5(

(9ra9(4ia 9(#ia 9a#9o co61o#(#9( 5( 1,a#(aci@# co6o 5( 9o6a 5( 5(ciio#( o

accio#( co#"#9a6(#9($ (9o 5o co#c(19o co#9i9"7(# ,a 3a( 1ara ,a (9ra9(4ia.

E, P(="(1,íci9o.

E9a )ii@# 5( (9ra9(4ia ( a1,ica3,( a ,a or4a#iacio#( c"7o a56i#i9ra5or( o#

r(ac9i)o$ a="(,,o ="( r(1o#5(# 1ai)a6(#9( 7 ( a"9a# a, (#9or#o o,o c"a#5o

"r4( ,a #(c(i5a5.

%-


25/219

Para Ha99(# :0/;$ (9ra9(4ia ( (, 6(5io$ ,a )ía 1ara ,a o39(#ci@# 5( ,o

o3(9i)o 5( "#a or4a#iaci@#. E (, ar9( 5( (#9r(6(c,ar (, a#?,ii i#9(r#o 7 ,a

a3i5"ría "9i,ia5a 1or ,o 5iri4(#9( 1ara cr(ar )a,or( 5( ,o r(c"ro 7 2a3i,i5a5(

="( (,,o co#9ro,a#. Para 5i(


26/219

Para Da)i5 :0-;$ U#a (9ra9(4ia 9i(#( ="( ,,()ar a ca3o (9ra9(4ia ="(

o39(#4a# 3(#(+icio 5( " +or9a,(a i#9(r#a$ a1ro)(c2ar ,a o1or9"#i5a5( i#9(r#a

7 ()i9ar o a6i#orar (, i61ac9o 5( ,a a6(#aa (>9(r#a.

Co6o ( 1"(5( a1r(ciar a#9(rior6(#9( ="( (>i9(# 5i+(r(#9( a"9or( ,o

c"a,( 1ro1o#(# 5i9i#9a 5(+i#icio#( co#c(19"a,( 5( (9ra9(4ia$ i# (63ar4o$ (#

9o5a (9a (>i9(# i6i,i9"5( 7 a1ro>i6acio#( ="( 1(r6i9(# 2ac(r a,4"#a

co#i5(racio#( 4(#(ra,(.

La ((#cia 5( ,a 5(+i#icio#( 5( co#c(19o (9ra9(4ia ( c(#9ra# (#*

• E>1r(a ,a )ii@# 5(, (9a5o 5((a5o a a,ca#ar (# (, +"9"ro.

• E, (#+o="( i9(6?9ico (# ,a r(,acio#( i#9(r#a 5( ,a

or4a#iaci@# 7 co# " (#9or#o.

• La 5ir(cci@# 5( ,o r(c"ro 2acia +i#( (1(cí+ico.

• U#a ac9i)a 1oici@# o1(racio#a, co# car?c9(r 1roac9i)o.

• La 5(+i#ici@# 5( 9r6i#o o 1,ao 9(61ora,(.

C@6o ="( 9a# c(#9ra,ia5a o 5(c(#9ra,ia5a 5(3( (r

,a a"9ori5a5 5( 9o6a 5( 5(ciio#(K

J"( c,a( 5( 1a9ro#( 5( 5(1ar9a6(#9o o# ,o

a1ro1ia5oK

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27/219

D(3(# (r "9i,ia5a (9r"c9"ra 5( or4a#iaci@# (#

6a9riK

C@6o 5i(


28/219

co61a


29/219

E#+o="( a #i)(, 5"a,.

La (9ra9(4ia ( +or6",a5a 5( 6a#(ra i#5(1(#5i(#9( (# (, #i)(, cor1ora9i)o 7

5( #(4ocio. To5a ,a "#i5a5( +or6a# 1,a#( ="( (a# a1ro1ia5o a " i9"acio#(

1ar9ic",ar( 7 1or ,o r(4",ar (o 1,a#( o# r()ia5o 1or ,a 4(r(#cia cor1ora9i)a. E#

(, #i)(, cor1ora9i)o$ ,a 1,a#(aci@# (9ra94ica ( co#9i#"a 7 ( c(#9ra (# 6(9a 6?

)a9a 5( ,a or4a#iaci@#*

C"?#5o a5="irir 7 c"a#5o 5(2ac(r( 5( #(4ocioK

J" 1ro1i(5a5( ai4#ar a ,a 5i)(ra "#i5a5( 5( or4a#iaci@#K

6.6.5.8. Ni-e'es #e es/r"/e0i"

E9ra9(4ia 5( #i)(, cor1ora9i)o* E9a (9ra9(4ia ,a +or6",a ,aa,9a a56i#i9raci@# co# (, +i# 5( "1(r)iar ,o i#9(r(( 7 ,a

o1(racio#( 5( or4a#iacio#( ="( c"(#9a# co# 6? 5( "#a

,í#(a 5( #(4ocio. La 1ri#ci1a,( 1r(4"#9a ="( ( 5(3(#

r(1o#5(r a (9( #i)(, o#*

o E# =" 9i1o 5( #(4ocio ( 5(3( i#)o,"crar ,a

co61a


30/219

o C@6o ( 5(3(# ai4#ar ,o r(c"ro 1ara ="( (

1"(5a# a,ca#ar ,a 6(9aK

E9ra9(4ia 5( "#i5a5 5( #(4ocio* E9a (9ra9(4ia ( +or6",a5a

1ara a,ca#ar ,a 6(9a 5( #(4ocio (1(cí+ico 7 ( oc"1a 5(

,a a56i#i9raci@# 5( ,o i#9(r(( 7 o1(racio#( 5( "# #(4ocio

1ar9ic",ar. E9( 9ra9a co# 1r(4"#9a 9a,( co6o*

o C@6o co61(9ir?# ,o #(4ocio 5(#9ro 5( " 6(rca5oK

o J" 1ro5"c9o 7 (r)icio 5(3(ría o+r(c(rK

o A =" c,i(#9( i#9(#9a (r)irK

o D( =" 6a#(ra 5(3(r?# (r a56i#i9ra5o ,a 5i)(ra

+"#cio#( :Pro5"cci@#$ M(rca5o9(c#ia$ Fi#a#a$ (9c.; a

+i# 5( a9i+ac(r ,a 6(9a 5(, 6(rca5oK

o C@6o (r?# 5i9ri3"i5o ,o r(c"ro 5(#9ro 5(,

#(4ocioK

E9a (9ra9(4ia i#9(#9a 5(9(r6i#ar (, (#+o="( ="( 5(3( a1,icar( a " 6(rca5o

7 co6o 5(3( co#5"cir( "# #(4ocio$ 9(#i(#5o 1r((#9( ,o r(c"ro 7 ,a co#5icio#(

5(, 6(rca5o.

M"c2a cor1oracio#( 9i(#( )aria5o i#9(r(( (# 5i+(r(#9( #(4ocio. A ,o

((c"9i)o 5( ,a a,9a a56i#i9raci@# ,( r(",9a 5i+íci, or4a#iar ,a ac9i)i5a5( 9a#

co61,(a 7 5i)(ra (# " cor1oraci@#. U#a 6a#(ra 5( 9ra9ar (9( 1ro3,(6a co#i9(

&


31/219

(# cr(ar "#i5a5( (9ra94ica 5( #(4ocio. U#a "#i5a5 co6(rcia, (9ra94ica :UCE;

a4r"1a 9o5a ,a ac9i)i5a5( 5(, #(4ocio 5(#9ro 5( ,a cor1oraci@# 6",9i#(4ocio ="(

1ro5"c( "# 9i1o 1ar9ic",ar 5( 3i(#( o (r)icio 7 ,a 9ra9a co6o "#a o,a "#i5a5 5(

#(4ocio.

E, #i)(, cor1ora9i)o 1ro1orcio#a "# co#"#9o 5( 5ir(c9ric( 1ara 5ic2a "#i5a5$

,a c"a, 1o9(rior6(#9( 5(arro,,a " 1ro1ia (9ra9(4ia a, #i)(, 5( "#i5a5 co6(rcia,. E,

#i)(, cor1ora9i)o r()ia ,"(4o ,o 1,a#( 5( (9a "#i5a5( 7 #(4ocia ,o ca63io (#

cao 5( (r #(c(ario.

La (61r(a 5( "# o,o #(4ocio r(c"rr(# a ,a +or6",aci@# 5( (9ra9(4ia a#i)(, 5( "#i5a5 co6(rcia,$ a 6(#o ="( (9# (9"5ia#5o ,a 1oi3i,i5a5 5( a61,iar( a

o9ro 9i1o 5( #(4ocio. E# (9( 6o6(#9o ( 2ac( #(c(aria ,a 1,a#(aci@# (9ra94ica a

#i)(, cor1ora9i)o.

E9ra9(4ia a #i)(, +"#cio#a,* E9a (9ra9(4ia ( +or6",a5a 1or

"# ?r(a +"#cio#a, (1(cí+ica co6o "# r(+"(ro 1ara ,,()ar a

(+(c9o ,a (9ra9(4ia 5( ,a "#i5a5 5( #(4ocio. E# (9a (9ra9(4ia( cr(a (, 6arco 5( r(+(r(#cia 1ara ,a a56i#i9raci@# 5(

+"#cio#( :E#9r( (,,a Fi#a#a$ I#)(9i4aci@# 7 D(arro,,o$

M(rca5o9(c#ia 7 R(c"ro H"6a#o;$ 5( 6o5o 5( (,,a (

"9(#9( ,a (9ra9(4ia a #i)(, 5( "#i5a5 co6(rcia,.

0


32/219

Empresas deercados !ltiples

UnidadEstrat"#ica

de $e#ocios

UnidadEstrat"#ica

de $e#ocios

UnidadEstrat"#ica

de $e#ocios

Producción%nvesti#acióny Desarrollo ercadotecnia &entas Finan'as

Estrate#ia

a nivelCorporativo

Estrate#iaa nivel

de ne#ocio

Estrate#ia a nivel (uncional

Gr)(ico $* +

E# "#a or4a#iaci@# +"#cio#a,$ 2a7 5i9i#9a +"#cio#( 5( #(4ocio co6o

6(rca5o9(c#ia 7 +i#a#a$ ( a4r"1a# (# 5(1ar9a6(#9o 5i+(r(#9($ ca5a "#o 5( ,o

c"a,( 2a3r? 5( 5(arro,,ar "#a (9ra9(4ia ="( 2a " )( a7"5ar? (# ,a r(,aci@# 5( ,a

(9ra9(4ia a #i)(,( 6? a,9o.

La (9ra9(4ia +"#cio#a,( o# 6? 5(9a,,a5a ="( ,a (9ra9(4ia

or4a#iacio#a,(. A5(6? 5( ="( " 2orio#9( 5( 9i(61o o# 6? cor9o. S"

1ro1@i9o 1r((#9a 9r( a1(c9o*

0. La co6"#icaci@# 5( o3(9i)o 5( cor9o 1,ao.

%. La 5(cri1ci@# 5( ,a accio#( #(c(aria 1ara (, ,o4ro 5(

o3(9i)o a cor9o 1,ao.

. La cr(aci@# 5( "# a63i(#9( ="( +a)or(ca " ,o4ro.

E 5( "6a i61or9a#cia ="( ,a 5ir(c9ric( 5( ,o #i)(,( i#+(rior( 1ar9ici1(#

(# (, 5(arro,,o 5( ,a (9ra9(4ia +"#cio#a,($ 5( 6o5o ="( co61r(#5a#

%


33/219

a5(c"a5a6(#9( ="( ( ,o ="( ( 1r(cio r(a,iar 7 ( i(#9a# 6? co61ro6(9i5o co#

(, 1,a#.

La (9ra9(4ia +"#cio#a,( 9i(#(# ="( coor5i#ar( (#9r( í co# (, +i# 5(

r(5"cir a, 6í#i6o ,o co#+,ic9o ="( (a# i#()i9a3,($ aí co6o 1ara 6(orar ,a

1oi3i,i5a5( 5( r(a,iaci@# 5( ,a 6(9a or4a#iacio#a,(.

6.6.5.9. As!e/os so&re #irei1%* !'"%e"i1% + 0es/i1%

es/r"/20i"

Si 3i(# ,o a56i#i9ra5or( (+ici(#9( i(61r( 2a# 9ra6a5o 4ra#5(

(9ra9(4ia$ #o ( i#o 2a9a r(ci(#9(6(#9( ="( ,o (9"5ioo 5( ,a a56i#i9raci@#

r(co#oci(ro# a ,a (9ra9(4ia co6o "# +ac9or c,a)( (# (, >i9o or4a#iacio#a,. E9(

9ar5ío r(co#oci6i(#9o ( 5(3i@ 1ri#ci1a,6(#9( a ,o ca63io 5(, (#9or#o oc"rri5o

5(5( ,a S(4"#5a G"(rra M"#5ia,.

Pri6(ro$ (, ri96o 5( ca63io 5(, (#9or#o 2a a"6(#9a5o co# ra1i5($ (# 1ar9(

1or="( ,a 6a7or i#9(r5(1(#5(#cia 5( ,o +ac9or( 5(, (#9or#o 2a co#5"ci5o a

5(6a#5a 6? co61,(a (# c"a#9o a ,a o1(racio#( a56i#i9ra9i)a 7 a "# cic,o 5(

)i5a 6a cor9o 5( ,a i5(a i##o)a5ora.

S(4"#5o$ 2a 2a3i5o "# cr(ci6i(#9o o3)io (# (, 9a6a


34/219

E# #"(9ro 5ía$ ,o (9"5ioo 5( ,a a56i#i9raci@# a1o7a# (, (#+o="( 5( ,a

a56i#i9raci@# (9ra94ica. E9( i61or9a#9( (#+o="( 2a "r4i5o co# (, 5( c"rar 5(,

9i(61o$ 3aa5o +"#5a6(#9a,6(#9( (# a#9i4"o (#+o="( 1ara ,a +or6aci@# 5(

1o,í9ica 7 ,a (9ra9(4ia i#icia,.

E, (#+o="( 5( ,a +or6",aci@# 5( ,a 1o,í9ica #o ( 6a ="( ,a i61,a#9aci@#

5( r(4,a co9i5ia#a ="( (9a3,(c(# ,a 5(,i6i9aci@# o3r( ,o ="( "# ?r(a +"#cio#a,

1"(5( o #o 2ac(r.

C"a#5o "# (61r(ario i#5i)i5"a, o+r(c( "#a c,a( 5( 1ro5"c9o a "# 4r"1or(5"ci5o 5( c,i(#9($ ,a ac9i)i5a5( 5( ,a (61r(a 1"(5(# +or6",ar( 5( 6a#(ra

i#+or6a,. P(ro c"a#5o (, 1ro5"c9o ( 6o5i+ica o ( "9i9"7( o c"a#5o ,o 9(rri9orio

5( )(#9a ( (>1a#5(#$ ,a +"#cio#( 5( ,a (61r(a a"6(#9a#. La ac9i)i5a5 5(

i#9(4rar ,a +"#cio#( 1ro#9o r(="i(r( 1roc(5i6i(#9o 6? +or6a,( 1ara ="( ,a

(61r(a 1"(5a coor5i#ar ,a ac9i)i5a5( 9a#9o 5(#9ro co6o (#9r( ,a ?r(a

+"#cio#a,(. Aí "r4( (, (#+o="( 5( ,a +or6",acio#( 1o,í9ica$ ="( 5(o 5( 1o#(r(

(# 1rac9ica (# ,o a


35/219

E, #+ai (# (, 1roc(o 5( 38="(5a 5( i5(a c,a)($ (# ,"4ar

5(, r"9i#ario 1ri#ci1io 5( i61,a#9ar ,a 1o,í9ica 3a?#5o( (#

"#a o,a i5(a c,a)( ="( 1o5ía o #o #(c(i9ar "#a

r(co#i5(raci@#.

I#9(r (# c@6o ( +or6",a3a ,a (9ra9(4ia$ #o 8#ica6(#9( (#

="( r(",9aría 5( (,,a

A3a#5o#o 5( ,a #oci@# co#)(#cio#a, 5( ="( ,a r(,aci@# (#9r(

"# #(4ocio 7 " (#9or#o (ra 6a o 6(#o (9a3,( 7 1r()ii3,(.

La 5(+i#ici@# 5( (9ra9(4ia 5( C2a#5,(r +"( ()(#9"a,6(#9( r(+i#a5a 1or

5i+(r(#9( a"9or($ ="( i#9ro5"c(# ,a i5(a 5( (9ra9(4ia co6o 1roc(o$ (# ,"4ar 5( "#a

+or6",a +ia :,a 1o,í9ica;. E# ,a 5ca5a 5( 0'0/ (, 9(r6i#o E9ra9(4ia )i#o a

r(61,aar (, 9(r6i#o Po,í9ica (# ,a (c"(,a 5( #(4ocio 5( ,o E9a5o U#i5o 5(

A6rica 7 ,a co#c(1ci@# 5( ="( ,a 1,a#(aci@# (9ra94ica 9(#ía ,a 5ir(cci@#$ "+ri(ro#

ca63io. E#9r( ,o ca63io oc"rri5o 1o5(6o #o63rar*

La co61r(#i@# 5( ,a ca"a 5(, (9a#ca6i(#9o 7 ,a 1ara,iaci@# 5(,

cr(ci6i(#9o. Pro)oca5o 1or ,a a9"raci@# 5( ,a 5(6a#5a (# ,o

6(rca5o 7 (, 5(arro,,o 9(c#o,@4ico ="( 1(r6i9ía ="( ,a #"()a

(61r(a 5(1,aara# a ,o co61(9i5or( 9ra5icio#a,(.

La co61r(#i@# 5( ="( (, 5(arro,,o 9(c#o,@4ico$ ,a 6(ora 5(,

9ra#1or9( 7 ,a co6"#icacio#($ 7 ,a 6a7or ca,i+icaci@# 5ir(c9i)a

ca19a3a# ,o cic,o 5( )i5a 5( ,a 5(6a#5a 7 ,a 9(c#o,o4ía.

La (>1(ri(#cia 5(6o9r@ ="( c"a#5o ,a c"r)a 5( ,a 5(6a#5a 1aa 5(

"#a (9a1a a ,a i4"i(#9( ca63ia# ,o +ac9or( crí9ico ="( 5(9(r6i#a# (,


36/219

>i9o (# (, 6(rca5o$ i#)a,i5a#5o (#9o#c( ,a 6o5i+icacio#(

a#9(rior( i#9ro5"ci5a (# ,a 1,a#i+icaci@# (9ra94ica.

Co#"#9a6(#9( ( 2ici(ro# ()i5(#9( 5o +ac9or(*

0. J"( ,a 1,a#i+icaci@# (9ra94ica r(",9@ a1ro1ia5a (# (, 6"#5o 5(

ac9i)i5a5( 5( #(4ocio.

%. P(ro (, 1a1(, 5(, a56i#i9ra5or a ,a 2ora 5( i61,a#9ar ,a 1,a#(aci@#

(9ra94ica #o (9a3a a"# 6"7 c,aro.

A#9( (9o 5o 1ro3,(6a ="( (#+r(#9a3a# ,a or4a#iacio#( 6o5(r#a$ ,o

r?1i5o ca63io (# ,a i#9(rr(,aci@# co# (, (#9or#o 7 (, r?1i5o cr(ci6i(#9o (# 9a6a


37/219

. I61,a#9aci@# 5( ,a (9ra9(4ia 7 "# ca63io (# (, a#?,ii 5( ,a

a56i#i9raci@#$ ,a ac9i)i5a5 5( ,o4rar ,a 6(9a 1r(5(9(r6i#a5a. Lo

+ac9or( c,a)( o# ,o 1roc(o 1o,í9ico 7 ,a r(,acio#( i#5i)i5"a,(

i#9(r#a 5( ,a or4a#iaci@# ="( 1"(5(# +orar ,a r()ii@# 5( ,a (9ra9(4ia.

-. E, co#9ro, (9ra94ico$ 1ro1orcio#a a ,o 9ra3aa5or( "#a

r(9roa,i6(#9aci@# (# c"a#9o a " 1ro4r(o.

E, 5(arro,,o 5(, 1(#a6i(#9o (9ra94ico 7 " a1,icaci@# a ,a ac9i)i5a54(r(#cia,$ 2a 9raí5o co#i4o (, "r4i6i(#9o 5( 5i+(r(#9( a1ro>i6acio#( a, 9(6a 1or

1ar9( 5( i##"6(ra3,( 9(@rico 5( ,a 5ir(cci@#$ ,o c"a,( 3"ca# "#a +or6a 5(

or5(#ar (, 1roc(o 5( +or6",aci@#$ a1,icaci@# 7 co#9ro, 5( ,a (9ra9(4ia.

E, 1(#a6i(#9o (9ra94ico 5( (61r(a ( ,a coor5i#aci@# 5( 6(#9(

cr(a9i)a 5(#9ro 5( "#a 1(r1(c9i)a co68# ="( ,( 1(r6i9( a "# #(4ocio a)a#ar 2acia

(, +"9"ro 5( "#a 6a#(ra a9i+ac9oria 1ara 9o5o. E, 1ro1@i9o 5(, 1(#a6i(#9o

(9ra94ico ( a7"5ar a (>1,orar ,o 6"c2o 5(a+ío +"9"ro$ 9a#9o 1r()ii3,( co6o

i61r()ii3,($ 6? ="( 1r(1arar,o 1ara "# 1ro3a3,( 6a


38/219

• Para (r (+(c9i)o$ (, "icio co,(c9i)o 5(1" 5( ="( ="i(#(

9o6a# ,a 5(ciio#( i61or9a#9( 9(#4a# "#a )ii@# c,ara 5( ,o

="( 5(3( (r ,a a56i#i9raci@# +"9"ra 5( ,a (61r(a.

• La )ii@# 5( ,a (61r(a ( 3aa 6? (# ,a +or6a (# ,a ="( ,o

="( 5(ci5(#$ )(a# 7 i(#9a#$ ="( (# ,o r(",9a5o 5( c"a,="i(r

a#?,ii i9(6?9ico.

• E, 1(#a6i(#9o (9ra94ico i#cor1ora )a,or($ 6ii@#$ )ii@# 7

(9ra9(4ia ="( 9i(#(# ="( (r (,(6(#9o i#9"i9i)o :Baa5o (#

,o (#9i6i(#9o; 6? ="( a#a,í9ico :Baa5o (# ,a

i#+or6aci@#;.

L,(4ar a "# ac"(r5o o3r( (9o (,(6(#9o (# ,o 6i(63ro 5( " (="i1o

a56i#i9ra9i)o ( "# r(="ii9o ((#cia, 1ara ,a 1,a#(aci@# (+(c9i)a.

E, 1(#a6i(#9o (9ra94ico ( (, ci6i(#9o 1ara ,a 9o6a 5( 5(ciio#((9ra94ica. Si# (9( +"#5a6(#9o$ ,a 5(ciio#( 7 accio#( "3(c"(#9( ="i? (a#

+ra46(#9a5a ( i#co#i9(#9( co# ,a a,"5 a ,ar4o 1,ao 5( ,a (61r(a.

La 5ir(cci@# (9ra94ica ( 5(arro,,a a,r(5(5or 5( "# 1roc(o co61,(9o 7

ar9ic",a5o (# 5o 4ra#5( +a( 3?ica ( i#9(rr(,acio#(* ,a +or6",aci@# 1or "#a

1ar9( 5( 7 ,a i61,(6(#9aci@# 7 co#9ro, 1or o9ra.

La +a( 5( +or6",aci@# 5( ,a (9ra9(4ia (61r(aria, r(co4( 3?ica6(#9( (,

1,a#9(a6i(#9o 5( ,a 1,a#(aci@# (9ra94ica. La (9ra9(4ia )a a 4"iar (,

co61or9a6i(#9o 7 ,a ac9i)i5a5 5( ,a (61r(a (# "# +"9"ro ( (, r(",9a5o 5( ,a

co#"4aci@# 5( 9r( (,(6(#9o*


39/219

• La a1iracio#( 5( ,a a,9a 5ir(cci@#.

• La o1or9"#i5a5( 7

• La a6(#aa ="( 1r((#9a (, (#9or#o 7 ,a (61r(a.

U#o 5( ,o 6o9i)o 5( +racao o 5( >i9o 6(#or 5( ,o (1(ra5o ( ,a +a,9a 5(

(9"5io ri4"roo (# r(,aci@# co# ,a i61,(6(#9aci@# 5( ,a (9ra9(4ia.

La (4"#5a +a( 5(, 1roc(o$ c"7o o3(9i)o ( 1oi3i,i9ar ,a 1"(9a (# 1r?c9ica

5( ,a (9ra9(4ia (,(4i5a 7 a(4"rar (, co#9ro, 9a#9o 5( ,a ((c"ci@# co6o 5( " )a,i5($

co#9a 5( 9r( 4ra#5( 1ar9(.

Para 1oi3i,i9ar ,a 1"(9a (# 1r?c9ica 5( ,a (9ra9(4ia (,(4i5a ( 1r(cio 1,a6ar

,a ,í#(a 5( acci@# 5i(


40/219

E, co#9ro, 5( ,a (9ra9(4ia 1ro1ia6(#9( 5ic2o )a 6? a,,? 5( ,o r(",9a5o

co#cr(9o 5( ,o 1r("1"(9o 7 1,a#(. Aí 1"( (, co#9ro, (# ,a 5ir(cci@# (9ra94ica$

1r(9(#5( a(4"rar #o o,a6(#9( (, c"61,i6i(#9o 5( ,o 1,a#( 7 o3(9i)o$ i#o

9a63i# ,a co#9i#"i5a5 5( ,a r(+,(>i@# (9ra94ica.

Si 3i(# (, i9(6a 5( 1,a#(aci@# 7 co#9ro, (9? (# ,a 3a( 5( ,a +a( 5(

i61,(6(#9aci@#$ "# co#"#9o 5( 1,a#( #o 1"(5( 1(r6i9ir$ 1or í o,o$ ,a corr(c9a

((c"ci@# 5( ,a (9ra9(4ia. E #(c(ario ai4#ar ,a 5i9i#9a 9ar(a 7 ,a

r(1o#a3i,i5a5 corr(1o#5i(#9( a ,o 6i(63ro 5( ,a (61r(a$ coor5i#ar ( i#9(4rar ,a accio#($ (9a3,(c(r ,a ,í#(a 5( a"9ori5a5 7 ,o ca#a,( 5( i#+or6aci@# 1or ,o

="( 5(3( +,"ir ,a i#+or6aci@#. A5(6?$ o# ,o 6i(63ro 5( ,a or4a#iaci@# ,o ="(

)a# a 1o#(r (# 6arc2a 7 a ((c"9ar ,o 1,a#($ 1or ,o ="( (# ,a +or6a (# ,a c"a, ( ,(

)a a 4"iar$ ca1aci9ar 7 6o9i)ar$ i#+,"ir? 9a63i# o3r( (, >i9o 5( ,a (9ra9(4ia.

La (>i9(#cia 5( "# i9(6a 5( i#+or6aci@# 7 5( co6"#icaci@# ="( 1(r6i9a

r(1o#5(r 1or "#a 1ar9( a ,a #(c(i5a5( 5( a#?,ii 5( ,a 1ri6(ra +a($ aí co6o a

,o r(="ii9o 1,a#9(a5o 1or ,a 6(ra r(a,iaci@# 5( ,a +"#cio#( 5( 1,a#i+icaci@#$

co#9ro, 7 or4a#iaci@#$ r(1r((#9a o9ro (,(6(#9o c,a)( ="( "#9o co# ,a (9r"c9"ra

or4a#ia9i)a$ (, (9i,o 5( 5ir(cci@# 7 ,i5(ra4o 7 ,a c",9"ra or4a#iacio#a,$ co#9i9"7(#

,a "1(r(9r"c9"ra 5( ,a 5ir(cci@# (9ra94ica.

La 5ir(cci@# (9ra94ica 5(arro,,a5a 1or 5i+(r(#9( a"9or($ a 1ar9ir 5( ,a

i4"i(#9( 5(+i#icio#(.

Menguzzate y Renau

La 5ir(cci@# (9ra94ica 1"(5( co#c(3ir( co6o "#a (9r"c9"ra 9(@rica 1ara ,a

r(+,(>i@# ac(rca 5( ,a 4ra#5( o1cio#( ="( ( +"#5a6(#9a# (# "#a #"()a c",9"ra

-&


41/219

or4a#iacio#a, 7 "#a ac9i9"5 5( ,a 5ir(cci@#$ 5o#5( 7a #o ( 9ra9a 5( co1iar ,a

5i+ic",9a5( 9raí5a 5( "# (#9or#o 9"r3",(#9o$ i#o 5( ir a " (#c"(#9ro 5o#5( ( 2"7(

5( ,o i61ro)ia5o (# 3"ca 5( ,o a#a,í9ico 7 ,o +or6a,.

Bartoli, A y P. Hermes

La 5ir(cci@# (9ra94ica ( 9a63i# "# i#9(#9o 5( 6(orar ,a 5ir(cci@# 7 ,a

4(9i@# 5( "#a or4a#iaci@#$ "9i,ia#5o ,a (9ra9(4ia 1ara 4"iar " accio#( 1(ro

i#9(4ra#5o ,a o1cio#( 5( 1r(1araci@# 7 ai4#aci@# 5( r(c"ro.

Schendel & Hoffer

La 5ir(cci@# (9ra94ica ( 5(arro,,a a,r(5(5or 5( "# 1roc(o co61,(o 7

ar9ic",a5o (# 5o +a( 3?ica ( i#9(rr(,acio#a5a$ ="( o# ,a +or6",aci@# 1or "#a

1ar9( 7 ,a i61,(6(#9aci@# 7 co#9ro, 1or o9ra.

A, a#a,iar ,a 5(+i#icio#( a#9(rior( ( 1"(5(# 5(9acar ,o i4"i(#9(

a1(c9o*

• Co#9i9"7( "#a ac9i9"5 5( ,a 5ir(cci@#.

• Pr("1o#( (, a#?,ii 7 ,a +or6a,iaci@#. E "# 1roc(o

i#9(4ra5o (# (, c"a, (9?# 1r((#9( ,a 1,a#i+icaci@#$

or4a#iaci@#$ 5ir(cci@# 7 co#9ro,.

• La 1,a#(aci@# co#9i9"7( "#a 3a( ="( 5(9(r6i#a# (, r(9o 5(,

1roc(o ="( 1(r6i9( 1ro7(c9ar( 2acia (, +"9"ro.

-0


42/219

• D(5( ,o 9i(61o a#c(9ra,($ (, 2o63r( 2a 6o9ra5o

1r(oc"1aci@# (# a3(r 1or a#9ici1a5o a="(,,o ="( 5(3(r?

(#+r(#9ar( (# ,o 5ía 1or )(#ir. Co6o i 5( (a 6a#(ra

1"5i(ra (="i)ar " 5(9i#o (# (, cao 5( a"4"rio$ o 3i(#$

c"a#5o ( 9ra9a 5( 3"(#a 1ro6(a$ 9ra#="i,i?#5o(

5i+r"9?#5o,a 1or a5(,a#9a5o.

• P,a#(ar ( i# 5"5a 5( ,a ac9i)i5a5( carac9(rí9ica 5(,

6"#5o co#9(61or?#(o$ ,a c"a, ( )"(,)( 6? #(c(aria a#9( ,a

cr(ci(#9( i#9(r5(1(#5(#cia 7 ra1i5( ="( ( o3(r)a (# (,

aco#9(c(r 5( ,o +(#@6(#o (co#@6ico$ 1o,í9ico$ ocia,( 7

9(c#o,@4ico.

No o39a#9( ,a 1,a#(aci@# i4"( i(#5o (# ((#cia "# ((rcicio 5( (#9i5o

co68#$ a 9ra) ( 1r(9(#5( (#9(#5(r (# 1ri6(r 9r6i#o ,o a1(c9o cr"cia,( 5( "#a

r(a,i5a5 1r((#9($ 1ara 5(1" 1ro7(c9ar,a$ 5i(


43/219

9a# (+í6(ro$ o,o #o 1(r6i9iría co#oc(r 6o6(#9?#(a6(#9( (, ca6i#o$ 1(ro

+i#a,6(#9( ,o r(corr(r(6o a oc"ra.

La 1,a#(aci@# (9ra94ica 2a i5o 5(arro,,a5a 1or )ario a"9or( a 1ar9ir 5(

,a i4"i(#9( 5(+i#icio#(*

Acle Tomasini, Alfredo.

La 1,a#(aci@# (9ra94ica ( "# co#"#9o 5( accio#( ="( 5(3(r (r

5(arro,,a5a 1ara ,o4rar ,o o3(9i)o (9ra94ico.$ ,o ="( i61,ica 5(+i#ir 7 1rioriar ,o 1ro3,(6a a r(o,)(r$ 1,a#9(ar o,"cio#($ 5(9(r6i#ar ,o r(1o#a3,( 1ara

r(a,iar,o$ ai4#ar r(c"ro 1ara ,,()ar,o a ca3o 7 (9a3,(c(r ,a +or6a 7

1(rio5ici5a5 1ara 6(5ir ,o a)a#c(.

Manso, Francisco.

La 1,a#(aci@# (9ra94ica ( (, 1roc(o 5( #(4ociaci@# (#9r( )aria 5(ciio#(

="( 1r((#9a# co#+,ic9o 5( o3(9i)o.

Menguzzato y Renau

La 1,a#(aci@# (9ra94ica ( 5(+i#a co6o (, a#?,ii racio#a, 5( ,a

o1or9"#i5a5( 7 a6(#aa ="( 1r((#9a (, (#9or#o 1ara ,a (61r(a$ 5( ,o 1"#9o

+"(r9( 7 53i,( 5( ,a (61r(a +r(#9( a (9( (#9or#o 7 ,a (,(cci@# 5( "# co61ro6io

(9ra94ico (#9r( 5o (,(6(#9o$ ="( 6(or a9i+a4a ,a a1iracio#( 5( ,o 5ir(c9i)o

(# r(,aci@# co# ,a (61r(a.

-


44/219

Mintzerg y !aters

La 1,a#(aci@# (9ra94ica #o ( 6? ="( (, 1roc(o 5( r(,acio#ar ,a 6(9a 5(

"#a or4a#iaci@#$ 5(9(r6i#ar ,a 1o,í9ica 7 1ro4ra6a #(c(ario 1ara a,ca#ar

o3(9i)o (1(cí+ico (# ca6i#o 2acia (a 6(9a 7 (9a3,(c(r ,o 69o5o #(c(ario

1ara a(4"rar ="( ,a 1o,í9ica 7 ,o 1ro4ra6a (a# ((c"9a5o$ o (a$ ( "# 1roc(o

+or6",a5o 5( 1,a#(aci@# a ,ar4o 1,ao ="( ( "9i,ia 1ara 5(+i#ir 7 a,ca#ar 6(9a

or4a#iacio#a,(.

E# ,o co#c(19o 5( 1,a#(aci@# (9ra94ica a#9( (>1"(9o ( 1"(5( a1r(ciar )ario a1(c9o (# co68#$ 9a,( co6o*

E "# 1roc(o ="( ( "9i,ia 1ar 5(+i#ir 7 a,ca#ar ,a 6(9a

or4a#iacio#a,(.

S( 5(3(# (9a3,(c(r ,o 6(ca#i6o #(c(ario 1ara 1o5(r ()a,"ar (,

c"61,i6i(#9o 5( ,o acor5a5o.

E "# 1roc(o 5( 1,a#(aci@# a ,ar4o 1,ao. S( r(a,ia o3r( ,a 3a( 5(

"# a#?,ii 5(, a63i(#9(.

6.6.5.9.5. C"r"/er)s/i"s #e '" P'"%e"i1%

Es/r"/20i"

La 1,a#(aci@# (9ra94ica 5a r(1"(9a a 1r(4"#9a co6o ,a i4"i(#9(*

o E# =" #(4ocio (9a6o 7 (# =" #(4ocio 5(3(ría6o (9arK

--


45/219

o J"i#( o# #"(9ro c,i(#9( 7 ="i(#( 5(3(ría# (rK

O+r(c( "# 6arco 5( r(+(r(#cia 1ara "#a 1,a#(aci@# 6? 5(9a,,a5a 7 1ara

5(ciio#( or5i#aria. E, 4(r(#9( a, a+ro#9ar 9a,( 5(ciio#( ( 1r(4"#9ar?*

o C"a,( o1cio#( (r?# ,a 6? a5(c"a5a co# #"(9ra

(9ra9(4iaK

S"1o#( "# 6arco 9(61ora, 5( 9i(61o 6? ,ar4o ="( o9ro 9i1o 5( 1,a#(aci@#.

A7"5a a ori(#9ar ,a (#(r4ía 7 r(c"ro 2acia ,a carac9(rí9ica 5( a,9a 1riori5a5.

E "#a ac9i)i5a5 5( a,9o #i)(, (# (, (#9i5o ="( ,a a,9a 4(r(#cia 5(3( 1ar9ici1ar

ac9i)a6(#9( 7a ="( (,,a 5(5( " 1"#9o 5( )i9a 6? a61,io$ 9i(#( ,a )ii@# #(c(aria

1ara co#i5(rar 9o5o ,o a1(c9o 5( ,a or4a#iaci@#. A5(6? ( r(="i(r( a52(i@#

5( ,a a,9a 5ir(cci@# 1ara o39(#(r 7 a1o7ar ,a ac(19aci@# (# #i)(,( 6? 3ao.

E# ,o 6o6(#9o ac9"a,($ ,a 6a7or 1ar9( 5( ,a or4a#iacio#( r(co#oc(# ,a

i61or9a#cia 5( ,a 1,a#(aci@# (9ra94ica 1ara " cr(ci6i(#9o 7 3i(#(9ar a ,ar4o 1,ao.S( 2a 5(6o9ra5o ="( i ,o 4(r(#9( 5(+i#(# (+ici(#9(6(#9( ,a 6ii@# 5( "

or4a#iaci@# (9ar?# (# 6(or( co#5icio#( 5( 5ar 5ir(cci@# 7 ori(#9aci@# a "

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48/219

Determinar

la estrate#ia

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50/219

Establecer

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misión

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54/219

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Ob.etivos

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58/219

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62/219

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64/219

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66/219

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69/219

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i9(6a 7 a, i9(6a co# ,o r(c"ro 2"6a#o 5( ,a (61r(a$ ( 2ac( r(+(r(#cia a ,o

r(",9a5o co6o "# (,(6(#9o i4#i+ica9i)o 1"(9o ="( (, i9(6a #o ( "# +i# (# í

6i6o$ i#o "# i61,( 6(5io 1ara o39(#(r ,a 1ro5"c9i)i5a5 7 ,o o3(9i)o 5((a5o.

E9( co#9i9"7( "# 6o5(,o +"#cio#a, ="( 6"(9ra a ,a 4(9i@# 5( r(c"ro2"6a#o (# " +or6a 6a i#9(4ra 5o#5( ( co#"4a# ,o o3(9i)o 5( ,a or4a#iaci@#

co# ,o o3(9i)o 5(, i9(6a 5( r(c"ro 2"6a#o. Si98a a ,a co6"#icaci@# co6o (,

(( c(#9ra, 5(, i9(6a 1ro1icia#5o (, cr(ci6i(#9o 7 5(arro,,o 5( ,o r(c"ro

2"6a#o 7a ="( 1ara ,o4rar (, +"#cio#a6i(#9o (>i9oo 5( (9( 6o5(,o ( 1r(cia 5(

"#a 4ra# +,"i5( (# ,a i#+or6aci@# 7 (# ,a r(,acio#( 5(#9ro 5( ,a or4a#iaci@# 7 co#

(, (#9or#o.

Para I5a,3(r9o C2ia)(#a9o :0-;$ ,a a56i#i9raci@# 5( r(c"ro 2"6a#o (9?

co#9i9"i5a 1or "3i9(6a i#9(r5(1(#5i(#9(. E9o "3i9(6a$ o# ,o

i4"i(#9(*

S"3i9(6a 5( 1ro)ii@# 5( r(c"ro 2"6a#o$ i#c,"7( ,a i#)(9i4aci@#

5( 6(rca5o 5( 6a#o 5( o3ra$ (, r(c,"9a6i(#9o 7 ,a (,(cci@#.

S"3i9(6a 5( a1,icaci@# 5( r(c"ro 2"6a#o$ i#c,"7( (, a#?,ii 7

5(cri1ci@# 5( ,o car4o$ i#9(4raci@# o i#5"cci@#$ ()a,"aci@# 5(, 6ri9o o 5(,

5((61(


70/219

S"3i9(6a 5( 6a#9(#i6i(#9o 5( r(c"ro 2"6a#o$ i#c,"7( ,a

r(6"#(raci@#$ 1,a#( 5( 3(#(+icio ocia,$ 2i4i(#( 7 (4"ri5a5 (# (, 9ra3ao$

r(4i9ro 7 co#9ro,( 5(, 1(ro#a,.

S"3i9(6a 5( 5(arro,,o 5( r(c"ro 2"6a#o$ i#c,"7( ,o (#9r(#a6i(#9o

7 ,o 1,a#( 5( 5(arro,,o 5( 1(ro#a,.

S"3i9(6a 5( co#9ro, 5( r(c"ro 2"6a#o$ i#c,"7( (, 3a#co 5( 5a9o$

i9(6a 5( i#+or6acio#( 5( r(c"ro 2"6a#o 7 ,a a"5i9oria 5( r(c"ro 2"6a#o.

E9o "3i9(6a +or6a# "# 1roc(o a 9ra) 5(, c"a, ,o r(c"ro 2"6a#o

o# ca19a5o$ a1,ica5o$ 6a#9(#i5o$ 5(arro,,a5o 7 co#9ro,a5o 1or ,a or4a#iaci@#.

A5(6?$ o# i9"acio#a,($ )aría# 5( ac"(r5o co# ,a i9"aci@# 7 5(1(#5(# 5( +ac9or(

a63i(#9a,($ or4a#iacio#a,($ 2"6a#o$ 9(c#o,@4ico$ (9c. So# (>9raor5i#aria6(#9(

)aria3,( 7 (, 2(c2o 5( ="( "#o 5( (,,o ca63i( (# "#a 5ir(cci@# #o i4#i+ica ="( ,o

5(6? ca63i(# 9a63i# (>ac9a6(#9( (# ,a 6i6a 5ir(cci@# 7 (# ,a 6i6a 6(5i5a.

E, a"9or 1,a#9(a ,a #(c(i5a5 5( (9a3,(c(r 1ara ca5a "3i9(6a 1o,í9ica

5(+i#i5a ="( co#5icio#(# (, a,ca#c( 5( ,o o3(9i)o 7 (, 5((61(


71/219

D(+i#ici@# 5( 1"(9o :o +"#cio#(;$ ,o ="( 1(r6i9( 5i1o#(r 5(

1(r+i,( 5( 1"(9o.

Si9(6a 5( c,ai+icaci@#$ ( (, ="( 1ro1orcio#a ,a i61or9a#cia

r(,a9i)a 5( ,a co61(9(#cia #(c(aria$ "#a 1or co61araci@#

co# ,a o9ra.

%. E9i6",ar,a* Co# (, o3(9i)o 5( o19i6iar ,o r(",9a5o$ ( 9ra5"c(

co#cr(9a6(#9( (# (, (9a3,(ci6i(#9o 5( "# i9(6a 5( r(9ri3"cio#( (="i9a9i)a 76o9i)a5ora$ (# ,a a1,icaci@# 5( 1roc(5i6i(#9o$ o3(9i)o ( i#5ica5or( 5(

a1r(ciaci@# 5( ,o 3"(#o r(",9a5o o (# (, 5(arro,,o 5( (#+o="( 5(, 9i1o 5( 4(9i@#

1ar9ici1a9i)a :="( i#c,"7( ,a 1r?c9ica 5( 6(ora 5( ,a co#5icio#( 5( 9ra3ao;.

. D(arro,,ar,a* Lo c"a, ( i#@#i6o 5( +or6aci@# 1ro+(io#a,$ i#+or6aci@#

7 co6"#icaci@#.

E9( 6o5(,o co#c(5( 4ra# i61or9a#cia a, 5ia4#@9ico 5( ,a or4a#iaci@#$ 9a#9o

(>9(r#o co6o a, i#9(r#o$ 6(5ia#9( ,a a"5i9oria 5( 4(9i@# 5( r(c"ro 2"6a#o

1"( a 1ar9ir 5(, 6i6o ( 1oi3,( (9a3,(c(r ,o o3(9i)o ="( 5(# ,"4ar a ,a

(9ra9(4ia 5( a5="iici@#$ (9i6",aci@# 7 5(arro,,o 5( r(c"ro 2"6a#o.

Ar#o, Ha> :0%;$ (# " ,i3ro E9ra9(4ia (61r(aria$ 1,a#9(a ="( a,4"#a

1o,í9ica or4a#iacio#a,( +"#5a6(#9a,( 1ro1orcio#a# (, co#9(>9o 1ara co#i5(rar ,a

co#5"cci@# 5( r(c"ro 2"6a#o$ 9a 1o,í9ica )aría# 5( or4a#iaci@# (#

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72/219

Ha> 1,a#9(a "# 6o5(,o ()o,"9i)o 5( 1,a#(a6i(#9o 7 5(arro,,o 5( ,o r(c"ro

2"6a#o 5(, c"a, ( 1oi3,( 5(ri)ar ,o co61o#(#9( 5( "# (+ici(#9( i9(6a 5(

4(9i@# 5( r(c"ro 2"6a#o$ c(#9ra5o (# (, 1,a#(a6i(#9o 7 5(arro,,o*

0. Co61o#(#9( 5( 1,a#(a6i(#9o 4(#(ra, (# ,a or4a#iaci@#.

%. Co61o#(#9( ="( a(4"r(# "# 1roc(o a5(c"a5o 5( 5(i4#acio#( (# ,a

or4a#iaci@#.

. Co61o#(#9( ="( 1,a#((# 1ara (, cr(ci6i(#9o 7 5(arro,,o 7 ="( a63o(a# co#9ro,a5o.

-. Co61o#(#9( ="( +aci,i9(# (, 1roc(o co61,(9o 5( cr(ci6i(#9o 7

5(arro,,o 5( ,a 1(ro#a ="( o# ,,()a5a a ,a or4a#iaci@#.

. Co61o#(#9( ="( ( (#car4"(# 5( ,a 5i6i#"ci@# 5(, r(#5i6i(#9o$ 5( ,a

ca5"ci5a5 5( 5(9r(a$ ,a ro9aci@#$ ,a "3i,acio#( 7 o9ro +(#@6(#o

="( r(+,(a# ,a #(c(i5a5 5( "#a #"()a 5ir(cci@# 5( cr(ci6i(#9o o 5( "#

1roc(o 5( 5(1r(#5i6i(#9o 5( ,a 1(ro#a co# r(1(c9o a " car4o.

'. Co61o#(#9( ="( a(4"r(# ="( a 6(5i5a ="( "ra# #"()o car4o (

5i1o#4a 5( 1(ro#a co# ,a 5(9r(a r(="(ri5a 1ara ,,(#ar,o 7 ="( a

6(5i5a ="( a,4"#a 1(ro#a a3a#5o#(# " car4o$ 2a7a o9ro 5i1o#i3,(

1ara ,,(#ar,o.

Lo 1ri#ci1a,( 6ri9o i61"9a3,( a (9( 6o5(,o ( r(,acio#a# co# ,a

i61or9a#cia ="( ,( co#+i(r(# a, 1,a#(a6i(#9o 7 5(arro,,o 5( ,o r(c"ro 2"6a#o

co6o )ía 1ara a"6(#9ar ,a (+icacia or4a#iacio#a,. La +or6",aci@# 5(, 6o5(,o (9?

(#ca6i#a5a a, i#cr(6(#9o 5(, r(#5i6i(#9o i#5i)i5"a,$ 1"( 9o5a ,a ac9i)i5a5( 5(

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73/219

r(c"ro 2"6a#o 9i(#(# "#a i#+,"(#cia +"#5a6(#9a, o3r( (, 6i6o$ 7 1or

co#i4"i(#9( o3r( ,a 1ro5"c9i)i5a5 7 r(#5i6i(#9o 5( ,a or4a#iaci@#. S(48# (, a"9or

"#a co#5"cci@# (9ra94ica (+ica r(="i(r( "#a co#5"cci@# (+ica 5( ,o r(c"ro

2"6a#o.

B((r$ (9. a,.$ 5( ,a Har)ar5 B"i#( Sc2oo, :0; 1,a#9(a "# 6o5(,o (# (,

="( ( 1"(5( a1r(ciar ="( ,o +ac9or( 5( i9"aci@# o# ,a 3a( 7 5(9(r6i#a# ,a

"1(r(9r"c9"ra (9o +ac9or( 7 ,o 4r"1o 5( i#9(r 5(+i#(# ,a 1o,í9ica 5(

r(c"ro 2"6a#o$ 6i5i#5o( " r(",9a5o 6(5ia#9( ,a c"a9ro c :co61ro6io$

co61(9(#cia$ co#4r"(#cia 7 co9o (+icac(;. To5o ,o a#9(rior 9i(#( co#(c"(#cia a,ar4o 1,ao$ co6o o#* Bi(#(9ar Socia, ( I#5i)i5"a, 7 E+ici(#cia E61r(aria,$

r(9roa,i6(#9?#5o( (, i9(6a$ a 1ar9ir 5( a"5i9oria 5( r(c"ro 2"6a#o :(9( 8,9i6o

a1(c9o a1or9a5o 1or C"(9a$ 0;.

A co#9i#"aci@# ( 1r(cia# ,o a1(c9o +"#5a6(#9a,( i#c,"i5o (# ca5a "#o

5( ,o (,(6(#9o ="( co#+or6a# (, 6o5(,o.

0. Fac9or( 5( i9"aci@# * Carac9(rí9ica 5( ,a +"(ra 5( Tra3ao E9ra9(4ia

(61r(aria, Fi,oo+ía 5( ,a 5ir(cci@# M(rca5o 5( 9ra3ao T(c#o,o4ía

L(7( 7 )a,or( 5( ,a oci(5a5.

%. Gr"1o 5( i#9(r* S( co#i5(ra# 4r"1o 5( i#9(r a ,o 5i+(r(#9( (9ra9o

5( 1(ro#a$ i61,ica5o (# (, i9(6a co6o o#* accio#i9a$ 5ir(c9i)o$

(61,(a5o$ oci(5a5$ 4o3i(r#o 7 i#5ica9o.

. Po,í9ica 5( r(c"ro 2"6a#o* La 1o,í9ica 5( r(c"ro 2"6a#o

(9a3,(ci5a (# (9( 6o5(,o o#* I#+,"(#cia 5( ,o (61,(a5o F,"o 5(

r(c"ro 2"6a#o Si9(6a 5( 9ra3ao Si9(6a 5( r(co61(#a.

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74/219

-. R(",9a5o* Lo r(",9a5o 5( ,a 4(9i@# 5( r(c"ro 2"6a#o ( 6i5(# a

9ra) 5(, co61ro6io$ co61(9(#cia$ co#4r"(#cia 7 co9o (+icac(.

E9( 6o5(,o ( co#i5(ra "1(rior 1"( ,( co#+i(r( "# 1(o i4#i+ica9i)o a,

(#9or#o$ a, co#i5(rar 5(#9ro 5( ,o Gr"1o 5( I#9(r 7 Fac9or( 5( Si9"aci@#

(,(6(#9o co6o* ,a Soci(5a5 :C,i(#9($ Pro)((5or($ (9c.;$ (, Go3i(r#o$ (, M(rca5o

5( Tra3ao 7 ,a L(7( 7 Va,or( 5( ,a Soci(5a5. A5(6?$ a"6( co6o r(c9ora ,a

(9ra9(4ia (61r(aria, 7 ,a c",9"ra o +i,oo+ía 5( ,a (61r(a$ 1(r6i9i(#5o 5ia4#o9icar

,a 4(9i@# 5( r(c"ro 2"6a#o 5( 6a#(ra i#9(4ra,$ a, (9r"c9"rar 6(9o5o,@4ica6(#9(

9o5a ,a ac9i)i5a5( 5( r(c"ro 2"6a#o. U# (,(6(#9o i4#i+ica9i)o r(",9aco#+or6ar ,a 1o,í9ica 5( r(c"ro 2"6a#o (# ,o c"a9ro 4r"1o 5(cri9o$ 1"(

6"(9ra ,a 5i#?6ica$ i#9(rr(,aci@#$ #o @,o co# ,o +ac9or( 5( i9"aci@# 7 4r"1o 5(

i#9(r$ i#o 9a63i# (#9r( (,,a 6i6a.

6.6.8. O(/so(ri%0

6.6.8.5. His/ori"

La 9ra5"cci@# a, ca9(,,a#o 5(, #(o,o4i6o i#4, o"9o"rci#4 )i(#( a (r ,a

(>9(r#a,iaci@# 5( 5(9(r6i#a5a ?r(a +"#cio#a,( :#o @,o ,a i#+or6?9ica;. Por

9a#9o$ a1,ica5o co# car?c9(r 4(#(ra,$ #o ( "# co#c(19o #"()o 1"(9o ="( r(1o#5( a,

ac9o 6(5ia#9( (, c"a, "#a or4a#iaci@# co#9ra9a a "# 9(rc(ro 1ara ="( r(a,ic( "#

9ra3ao (# (, ="( (9? (1(cia,ia5o$ co# ,o o3(9i)o 5( r(5"cir co9o 7o ()i9ar a ,a

or4a#iaci@# ,a a5="iici@# 5( "#a i#+ra(9r"c9"ra 1ro1ia ="( ,( 1(r6i9a ,a corr(c9a

((c"ci@# 5(, 9ra3ao.

E, O"9o"rci#4 ( "#a 1r?c9ica ="( 5a9a 5(5( (, i#icio 5( ,a Era Mo5(r#a.

E9( co#c(19o #o ( #"()o (# La9i#oa6rica$ 7a ="( 6"c2a co61a


75/219

D(1" 5( ,a (4"#5a 4"(rra 6"#5ia,$ ,a (61r(a 9ra9aro# 5( co#c(#9rar (#

í 6i6a ,a 6a7or ca#9i5a5 1oi3,( 5( ac9i)i5a5($ 1ara #o 9(#(r ="( 5(1(#5(r 5( ,o 1ro)((5or(. Si# (63ar4o$ (9a (9ra9(4ia ="( (# 1ri#ci1io r(",9ara (+(c9i)a$ +"(

2aci#5o( o3o,(9a co# (, 5(arro,,o 5( ,a 9(c#o,o4ía$ 7a ="( #"#ca ,o

5(1ar9a6(#9o 5( "#a (61r(a 1o5ía# 6a#9(#(r( 9a# ac9"a,ia5o 7 co61(9i9i)o

co6o ,o 2acía# ,a a4(#cia i#5(1(#5i(#9( (1(cia,ia5a (# "# ?r(a$ a5(6?$ "

ca1aci5a5 5( (r)icio 1ara aco61a


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(co#@6ica 2(6o +or6a5o "#a 1,a9a+or6a 5( ,a#a6i(#9o 1ara ="( (9( 9i1o 5(

(r)icio (>9(r#o ( ,,()ara a ca3o$ 5a5o ="( 1ara 6"c2a co61ai9o 7 (,

+racao. D( 2(c2o$ )aria (61r(a ="( 3ri#5a3a# (9( (r)icio ,o4raro# ,a (+ici(#cia

i# 9(#(r ="( 1aar 1or a,4"#a (9a1a$ 7a ="( ,a crii a7"5@ (# (, (#9i5o 5( ="( #o

2a3ía o9ra +or6a 5( a5a19ar( a ,o ="( (, 6(rca5o 7 ,o c,i(#9( #(c(i9a3a#.

6.6.8.6. De,i%ii1%* i!or/"%i" + "!'i"i1%

O(/so(ri%0 o Tereri;"i1% :9a63i# ,,a6a5a "3co#9ra9aci@#; ( "#a9c#ica i##o)a5ora 5( a56i#i9raci@#$ ="( co#i9( (# ,a 9ra#+(r(#cia a 9(rc(ro 5(

ci(r9o 1roc(o co61,(6(#9ario ="( #o +or6a# 1ar9( 5(, 4iro 1ri#ci1a, 5(, #(4ocio$

1(r6i9i(#5o ,a co#c(#9raci@# 5( ,o (+"(ro (# ,a ac9i)i5a5( ((#cia,( a +i# 5(

o39(#(r co61(9i9i)i5a5 7 r(",9a5o 9a#4i3,(.

E9a 9c#ica ( +"#5a6(#9a (# "# 1roc(o 5( 4(9i@# ="( i61,ica ca63io

(9r"c9"ra,( 5( ,a (61r(a (# a1(c9o +"#5a6(#9a,( 9a,( co6o ,a c",9"ra$

1roc(5i6i(#9o$ i9(6a$ co#9ro,( 7 9(c#o,o4ía c"7o o3(9i)o ( o39(#(r 6(or(

r(",9a5o co#c(#9ra#5o 9o5o ,o (+"(ro 7 (#(r4ía 5( ,a (61r(a (# ,a ac9i)i5a5

1ri#ci1a,.

Ta63i# 1o5(6o 5(+i#ir,o co6o ,a "3co#9ra9aci@# 5( (r)icio ="( 3"ca

a4i,iar 7 (co#o6iar ,o 1roc(o 1ro5"c9i)o 1ara (, c"61,i6i(#9o (+ici(#9( 5( ,o

o3(9o ocia,( 5( ,a i#9i9"cio#($ 5( 6o5o ="( ,a (61r(a ( c(#9r(# (# ,o ="(

,( ( 1ro1io.

E, o"9o"rci#4$ 9(rc(riaci@# 7o "3co#9ra9aci@# i4#i+ica (# ,a 1r?c9ica

(#co#9rar #"()o 1ro)((5or( 7 #"()a +or6a 5( a(4"rar ,a (#9r(4a 5( 6a9(ria

1ri6a$ ar9íc",o$ co61o#(#9( 7 (r)icio.

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77/219

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78/219

6.6.8.9. C"r"/er)s/i"s

• E "#a 5(cii@# (9ra94ica 1ara ,a or4a#iaci@#$ 1"(9o ="(

c(5( (, 9o9a, o 1ar9( 5( " ac9i)o a ,a (61r(a 5( o"9o"rci#4.

• P(r6i9( (, acc(o a #"()a 9(c#o,o4ía 7 c(#9rar( (# ,a

r(a,iaci@# 5( ac9i)i5a5( 5( 6a7or )a,or 1ara ,a or4a#iaci@#.

• P(r6i9( a ,a or4a#iaci@# a,ca#ar "# 6a7or #i)(, 5(

co61(9i9i)i5a5 i# r(a,iar i#)(rio#( (# (="i1a6i(#9o

9(c#o,@4ico o (# +or6aci@# 5(, 1(ro#a, i#+or6?9ico 1ro1io.

• Tra#+or6a a #i)(, co#9a3,( ,o co#c(19o 5( co9o +io (#

co9o )aria3,( 7 ,a i#)(rio#( (# 4a9o 5(a1ar(ci(#5o ,o

ac9i)o.

• So# 6(#or( ,o co9o 5( o1(raci@# 7 ( ()i9a# ,a 5(ciio#(

5( i#)(r9ir (# i#+ra(9r"c9"ra.

• A5="i(r( "# co61ro6io 6"7 i61or9a#9( co# ,a or4a#iaci@#

="( ,a co#9ra9a$ 1"(9o ="( 5( (,,a 5(1(#5(r? ="( (

1ro1orcio#( "# a5(c"a5o #i)(, 5( (r)icio.

• E, (r)icio 1r(9a5o 5(3( (r "+ici(#9(6(#9( +,(>i3,( co6o

1ara a5a19ar( a ca63io 5( #(4ocio$ or4a#ia9i)o o

+"#cio#a,( (# ,a or4a#iaci@#$ aí co6o a, (#9ro#o

9(c#o,@4ico.

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79/219

6.6.8.. As!e/os 'e0"'es

A, co#i5(rar ,a #(4ociaci@# 5( "# co#9ra9o 5( O"9o"rci#4 ( 5(3(# 5( 9(#(r

(# c"(#9a ci(r9o a1(c9o co6o o#*

D(ciio#( I#icia,(*

a; Co#)i(#($ 1or rao#( 5( co#+i5(#cia,i5a5 5"ra#9( ,a#(4ociacio#($ r(5ac9ar "# ac"(r5o i#5(1(#5i(#9( 5( #o

r()(,aci@# co# ca5a "#o 5( ,o 1ro)((5or( 1o9(#cia,(K

3; D(+i#ir ="( i9(6a 7o (r)icio )a# a "3co#9ra9ar(.

c; Co#+ir6ar ,a )ia3i,i5a5 +i#a#ci(ra 5(, 1ro)((5or$ r(="(ri5a (,

c,i(#9( "#a 4ara#9ía 5( 5((61(


80/219

A56i#i9raci@# +"#cio#a,

E>1(ri(#cia 9c#ica

A56i#i9raci@# 5( co#9ra9o

A(oría ,(4a, i#9(r#a

A(oría ,(4a, (>9(r#a

+; D(ci5ir ,a +(c2a 5( i#icio 1ara (, co#9ra9o.

4; D(ci5ir ,a +(c2a 5( 9ra#ici@# 1ara (, i#icio 5( ,o (r)icio 5(

O"9o"rci#4.

2; C"?, (r? ,a 5"raci@# 5(, Co#9ra9oK

D(+i#ir ,a T(r6i#o,o4ía*

a; D(+i#ir ,o 9r6i#o a1ro1ia5o 1ara (9( ac"(r5o 1ar9ic",ar 5(

O"9o"rci#4$ Por ((61,o$ ,o (r)icio 7 (, #i)(, 5( (r)icio.

3; S( 2a# i5(#9i+ica5o 7 c"a#9i+ica5o ,a ac9i)i5a5( c,a)(K

c; I5(#9i+icar ,o (9a3,(ci6i(#9o 5o#5( ( r(a,iara# ,o (r)icio.

5; I5(#9i+icar ,o (="i1o ="( ( "ar?# 1ara 1ro)((r ,o (r)icio.

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81/219

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"3co#9ra9ar 9(c#o,o4ía i#+or6?9ica.

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82/219

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o 5(, c,i(#9(K

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i#9a,acio#(K

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i#9a,acio#( 5(, c,i(#9(K

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1ro)((5orK D( (r aí. S( 2a 5(+i#i5o ,a r(1o#a3i,i5a5 1ara

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1ro)((5or (# (, O"9o"rci#4K E# cao 5( (r aí E9a (, c,i(#9(

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9(rc(roK

c; E9? (, 1ro)((5or "9i,ia#5o (, o+9ar( 1ro1io (# (, "6i#i9ro

5( ,o (r)icioK

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84/219

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5( (r)icio ="( #o (9# 5(#9ro 5( ,o cri9(rio acor5a5oK

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1a4arK

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; Lo car4o 1(r6i9(# ca63io (# ,o (r)icioK

; Co# =" +r(c"(#cia ( r()iar?# ,o ca63ioK

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85/219

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9i(61oK

#; C"?,( )a# 2ac(r ,o 69o5o 5( 1a4oK

I5(#9i+icar ,a r(1o#a3i,i5a5( 5(, 1ro)((5or*

Por ((61,o*

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• C"61,ir ,o #i)(,( 5( (r)icio

• No63rar "# r(1r((#9a#9(.

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• C"61,ir ,a #or6a 5(, c,i(#9( (# 6a9(ria 5( 2i4i(#( 7

(4"ri5a5.

I5(#9i+icar ,a r(1o#a3i,i5a5 5(, c,i(#9(*

Por ((61,o*


86/219

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r("(,9o (# ,a r("#io#(K

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S(4"ri5a5*

a; E #(c(aria ,a co#+i5(#cia,i5a5 (# (, 5((61(


87/219

S( 1"(5(# 6(#cio#ar ,o i4"i(#9( 3(#(+icio o )(#9aa 5(, 1roc(o 5(

O"9o"rci#4*

• Lo co9o 5( 6a#"+ac9"ra 5(c,i#a# 7 ,a i#)(ri@# (# 1,a#9a 7 (="i1o (

r(5"c(.

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• A7"5a a co#9r"ir "# )a,or co61ar9i5o.

• A7"5a a r(5(+i#ir ,a (61r(a.

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r(4,a 7 "# 6a7or a,ca#c( 5( ,a or4a#iaci@#

• I#cr(6(#9a (, co61ro6io 2acia "# 9i1o (1(cí+ico 5( 9(c#o,o4ía ="(

1(r6i9( 6(orar (, 9i(61o 5( (#9r(4a 7 ,a ca,i5a5 5( ,a i#+or6aci@# 1ara

,a 5(ciio#( crí9ica.

• P(r6i9( a ,a (61r(a 1o((r ,o 6(or 5( ,a 9(c#o,o4ía i# ,a #(c(i5a5 5(

(#9r(#ar 1(ro#a, 5( ,a or4a#iaci@# 1ara 6a#(ar,a.

• P(r6i9( 5i1o#(r 5( (r)icio 5( i#+or6aci@# (# +or6a r?1i5a

co#i5(ra#5o ,a 1r(io#( co61(9i9i)a.

• A1,icaci@# 5( 9a,(#9o 7 ,o r(c"ro 5( ,a or4a#iaci@# a ,a ?r(a c,a)(.

• A7"5a a (#+r(#9ar ca63io (# ,a co#5icio#( 5( ,o #(4ocio.

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88/219

• A"6(#9o 5( ,a +,(>i3i,i5a5 5( ,a or4a#iaci@# 7 5i6i#"ci@# 5( " co9o

+io.

Des-e%/"4"s

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(>9(r#o.

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o1or9"#i5a5( 1ara i##o)ar ,o 1ro5"c9o 7 1roc(o.

• A, "1,i5or (>9(r#o a1r(#5(r 7 9(#(r co#oci6i(#9o 5(, 1ro5"c9o (#

c"(9i@# (>i9( ,a 1oi3i,i5a5 5( ="( ,o "( 1ara (61(ar "#a i#5"9ria

1ro1ia 7 ( co#)i(r9a 5( "1,i5or (# co61(9i5or.

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ac9i)i5a5( ="( )"(,)a# a r(1r((#9ar "#a )(#9aa co61(9i9i)a 1ara ,a

(61r(a.

• A,9o co9o (# (, ca63io 5( "1,i5or (# cao 5( ="( (, (,(ccio#a5o #o

r(",9( a9i+ac9orio.


89/219

• R(5"cci@# 5( 3(#(+icio

• Pr5i5a 5( co#9ro, o3r( ,a 1ro5"cci@#.

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o(/so(ri%0

E# ,o ="( ( 2a co#)(r9i5o "#a 9(#5(#cia 5( cr(ci6i(#9o$ 6"c2a

or4a#iacio#( (9?# 9o6a#5o ,a 5(cii@# (9ra94ica 5( 1o#(r 1ar9( 5( " +"#cio#(

(# ,a 6a#o 5( (1(cia,i9a$ 1(r6i9i#5o,( co#c(#9rar( (# ,o ="( 6(or a3(#

2ac(r$ 6a>i6iar (, r(#5i6i(#9o 6i#i6ia#5o ,o co9o.

E, 1roc(o 5( O"9o"rci#4 #o @,o ( a1,ica a ,o i9(6a 5( 1ro5"cci@#$ i#o

="( a3arca ,a 6a7oría 5( ,a ?r(a 5( ,a (61r(a. A co#9i#"aci@# ( 6"(9ra# ,o

9i1o 6? co6"#(.

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• O"9o"rci#4 5( ac9i)i5a5( (c"#5aria. E 1r(cio 5(+i#ir ="( "#a

ac9i)i5a5 (c"#5aria ( a="(,,a ="( #o +or6a 1ar9( 5( ,a 2a3i,i5a5(

1ri#ci1a,( 5( ,a co61a


90/219

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a3a9(ci6i(#9o 5( 1a1(,(ría 7 5oc"6(#9aci@#$ (, 6a#(o 5( ()(#9o 7

co#+(r(#cia$ ,a a56i#i9raci@# 5( co6(5or($ (#9r( o9ra.

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5i9ri3"ci@#.

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a#9(rior(.

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o(/so(ri%0

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La A56i#i9raci@# 5( ,a 1,a#(aci@# (9ra94ica.

La 9(or(ría

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91/219

E, co#9ro, 5( 1ro)((5or(

A56i#i9raci@# 5( ca,i5a5

S(r)icio a, c,i(#9(

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6.6.8.@. Es/r"/e0i"s #e o(/so(ri%0

C"a#5o "#a co61a9(r#o.

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4ra# i61or9a#cia 7 ,ar4a 5"raci@# 1ara o39(#(r (, >i9o.

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co#oci5a 1or ,o (61,(a5o (#)"(,9o (# (9( 1roc(o 7 a1o7a5a 1or ,a a,9a 4(r(#cia.

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( 5(3( "3co#9ra9ar 7 c"?#5o 2ac(r,o.

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92/219

(="i1o 5(, "1,i5or 7 (, co61o#(#9( cor1ora9i)o ="( 5(+i#( ,a i#9(raccio#( a #i)(,

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La )(#9aa 5( (9( 9i1o 5( r(,aci@# ( ="( 1(r6i9( a a63a 1ar9(

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6(ora (# a63a 1ar9(.

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93/219

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6o6(#9o 5(9(r6i#a5o a 5i(


94/219

6.6.8.5.5. Co%-e%er #e '" %eesi#"#

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(61r(a$ ca"a ci(r9o r(c(,o i# (63ar4o #o ( 1"(5( #(4ar ="( (9o a4i,ia ,a

accio#( (# (, 5((61(


95/219

FASE . I%iio #e' !ro+e/o

J" 2ac(K I5(#9i+ica (, a,ca#c( 5( ,o ="( ( (9? co#i5(ra#5o 1ara (,

o"9o"rci#4. E9a3,(c( ,o cri9(rio$ ,a 6arca i61or9a#9( i#icia,( 7 ,o

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